A Review and Research Agenda for Brand Communities in Sports

IF 2 Q2 COMMUNICATION
David Wagner
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引用次数: 1

Abstract

Research on brand communities has burgeoned over the past 2 decades. Today many, if not most, sport organizations are entertaining dedicated brand communities. This article traces the development of community thinking in the field of sport management and marketing. Key articles on brand communities in leading journals in the field are identified, reviewed, and their core contributions distilled. By drawing on literature from adjacent fields, seven areas of future research are proposed: make or buy community, getting value from community, building a community capability, solving the community engagement puzzle, focusing on effective community engagement practices, analyzing the full community life cycle, and community for Web 3.0. The article provides a number of recommendations for future research on brand communities in sport management and marketing, enabling scholars to advance knowledge for both research and practice.
体育品牌社区的回顾与研究议程
在过去的20年里,对品牌社区的研究迅速发展起来。今天,许多(如果不是大多数的话)体育组织都在娱乐专门的品牌社区。本文追溯了社区思维在体育管理和营销领域的发展历程。在该领域的主要期刊上,品牌社区的关键文章被识别,审查,并提取其核心贡献。通过借鉴相关领域的文献,提出了未来研究的七个领域:制造或购买社区、从社区中获取价值、构建社区能力、解决社区参与难题、关注有效的社区参与实践、分析整个社区生命周期和面向Web 3.0的社区。本文为体育管理和营销中的品牌社区的未来研究提供了一些建议,使学者能够在研究和实践中推进知识。
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
CiteScore
3.70
自引率
5.60%
发文量
36
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