竞争联盟进入市场时以运动员为中心的雇主品牌

IF 2 4区 管理学 Q3 BUSINESS
Christopher M. Mcleod
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引用次数: 0

摘要

新的体育联盟利用雇主品牌来宣传自己是与众不同、令人向往的雇主,这样他们就可以吸引有才华的运动员。使用多案例分析来检验四个与现任球员一起进入市场的联盟的雇主品牌策略:国家女子冰球联盟、BIG3、美国足球联盟和超级长曲棍球联盟。所有四个联盟都使用了以运动员为中心的雇主品牌,该品牌使用象征性和工具性的就业信息来表示对运动员的承诺和参与。联盟还将雇主品牌导向消费者。研究结果表明,在联盟品牌架构的理论中增加了就业维度,并重新考虑了雇主品牌的受众。以运动员为中心的雇主品牌是从竞争对手的位置进入市场的一种策略,随着公众对联赛压力的增加,这种策略可能会变得更加流行。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Athlete-Centric Employer Branding During Rival Leagues’ Market Entry
New sports leagues use employer branding to promote themselves as distinctive and desirable employers so they can attract talented athletes. A multiple case analysis was used to examine the employer branding strategies of four leagues that entered markets with incumbents: the National Women’s Hockey League, BIG3, Alliance of American Football, and Premier Lacrosse League. All four leagues used athlete-centric employer branding, which uses symbolic and instrumental employment information to signal commitment and involvement to athletes. Leagues also directed their employer branding to consumers. The findings suggest adding an employment dimension to theories of league brand architecture as well as reconsidering the audience for employer branding. Athlete-centric employer branding is a strategy for entering markets from a rival position and is likely to become more popular as public pressure on leagues increases.
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来源期刊
自引率
13.30%
发文量
21
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.
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