The Effect of Advertising on Sales and Brand Equity in Small Sport Businesses

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-09-01 DOI:10.32731/smq.303.0921.02

Ted Hayduk, M. Walker

引用次数: 1

Abstract

Work in relationship marketing (RM) has implied that most large sport properties fail to enact sport relationship marketing (SRM) tactics that establish meaningful connections with consumers. Work in entrepreneurial marketing (EM) suggests that small businesses must innovate to implement elements of EM due to inherent resource constraints. Therefore, exploring SRM in an entrepreneurial, innovation-dependent context like small sport businesses (SSBs) may help explain why large sport fi rms struggle with SRM. Therefore, we examined whether SSBs’ marketing activities are generative of RM-specific outcomes and attempted to identify when and how these relationships can be augmented. Results from a dynamic panel estimator carried out on a sample of 332 SSBs over a 22-year span indicate that SSBs accrue only some of the benefits to be expected in the presence of successful SRM, highlighting the need to understand why sport properties of all sizes struggle to build meaningful relationships.

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广告对小型体育企业销售和品牌资产的影响

关系营销（RM）工作表明，大多数大型体育物业未能制定与消费者建立有意义联系的体育关系营销（SRM）策略。创业营销工作表明，由于固有的资源限制，小企业必须创新以实施创业营销的要素。因此，在创业、依赖创新的背景下探索SRM，如小型体育企业（SSB），可能有助于解释大型体育企业为何难以应对SRM。因此，我们研究了SSB的营销活动是否会产生RM特定的结果，并试图确定何时以及如何增强这些关系。在22年的时间里，对332个SSB样本进行了动态面板估算，结果表明，在成功的SRM存在的情况下，SSB只获得了预期的一些好处，这突出表明需要理解为什么各种规模的体育财产都难以建立有意义的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.