10 research outputs found
An analysis of the marketing management of Stade Français Paris rugby club
This paper analyses the marketing strategy, mix marketing and brand
development of SF Paris rugby union club which has succeeded in attracting
huge crowds (around 75 000 spectators) for several regular season games
and building a strong brand equity. Parallels with American professional
sports are drawn whereas differences with European clubs are highlighted.
Finally, planning, consistency and especially innovation are identified as key
factors of success in the implementation of the clubâs marketing strategy
Loyalty in sports participation services: an examination of the mediating role of psychological commitment
This study aimed to increase the understanding of loyaltyâs formative processes in fitness organizations. Building
upon recent conceptualizations, the purpose of this study was to test the mediating role of psychological
commitment in the relationships between consumersâ satisfaction, perceived value, involvement, identification,
informational, and volitional processes and their attitudinal and behavioral loyalty toward a fitness organization.
We conducted a questionnaire-based study in a French health and fitness club context with a sample of 252
club members, of which we were able to collect data in regard to repurchasing behavior for 110. This allowed
us to confirm the relevance of the research model in regard to behavioral intentions, although including the
behavioral-loyalty dimensions of the length of the relationship, frequency of participation, and repurchasing
behavior failed to validate it. These findings have managerial implications for sustaining club membership levels
Experiential marketing and sporting events: a spectator perspective
How extra-ordinary experiences provided in sporting events are lived by spectators and what
are their consequences in terms of consumer behaviour
A pre-evaluation of British public opinion on the London 2012 Olympics based on sport participation types
As recalled by Girginov and Hills (2008), one ambitious aim in staging the London 2010
Olympics concerns sports development and participation legacy. According to them, this
objective comes from both the IOCâs will to create positive legacies from the Games and the
promotion of sports-for-all in the host country, and the bid committee and the UK governmentâs
will to âuse the games to inspire the countryâs people to become more physically activeâ
(p.2092). However, as observed by Coalter (2004), the positive impact of major events on sports
participation is not automatic and moreover Olympic âlegacies are constructed and not givenâ
(Girginov & Hills, 2008, p.2092). The aim of this study is to provide a pre-evaluation of the
London Olympics in relation to sport participation patterns in order to first identify the critical
issues influencing British peopleâs engagement into the Games and second to create the basis for
a longitudinal analysis of their impact.
In order to evaluate peopleâs perceptions of London 2012, we used Social Representation Theory
(Moscovici, 1984), as social representations characterise a form of socially elaborated and shared
knowledge, with practical consequences which contribute to the construction of a common
reality among social groups
International place branding through sporting events: a British perspective of the 2008 Beijing Olympics
The goal of this study is to examine if hosting major sporting events represents a relevant strategy to brand a place âinternationallyâ through brand association transfer and to identify whether or not it should be seen as co-branding process. Based on social representation theory and an abductive research strategy, a survey was carried out among British citizens to identify their opinions about the Olympic Games and the city of Beijing following the organisation of the Games in August 2008. The content and the structure of the social representations were analysed and then compared to determine whether or not a double transfer of associations occurred between the place and the sporting event. The analysis concludes that although there was a transfer of elements from the sporting event to the place, few clearly positive elements were transferred and several negative associations remain. The results do not explicitly corroborate the transfer of associations from the place to the sporting event. The paper confirms the value of sporting events in place branding strategies but highlights some limitations such as the transfer of negative elements and the lack of media control. It also highlights the importance of the place selection process to protect the sporting brand
A pre-games evaluation of the image impact of the 2012 London Olympics
Along with the World Cup, the Olympics is widely
considered to be the most lucrative and sought-after megaevent
for governments worldwide, and have thus been
described as the âthe ultimate accolade that a city can earn
on the world stageâ (Gold & Gold, 2007: p. 320). For the
host, they represent an opportunity to achieve urban and
environmental renewal, to boost local and national
economies and attract investment, to increase tourism, to
present or reinforce local culture and identity, and, to
achieve international prominence and/or national prestige
through place marketing or even sporting success. A major
strategic component in achieving what can be considered
a successful Olympics is the image of host-city, in which
mega-events provide an ideal opportunity to present the
character and culture of the host and work to enhance its
domestic and global reputation. There are, however,
relatively few studies that deal specifically with the effects
of mega-events and the image impact of host countries
and cities (Florek et al., 2008)
An evaluation of the image impact of the 2012 Olympic Games: domestic pre-Games perceptions
An evaluation of the image impact of the 2012 Olympic Games: domestic pre-Games perception
Segmenting NBA's Chinese viewers based on their searched experiences
What do Chinese viewers look for when watching NBA games
Exploring the notions of spectatorsâ ordinary and extraordinary experiences in Taiwanese professional baseball games
The concept of experience has been discussed in the
management literature as another way to influence consumer
behaviours for many years. Experiences have their own unique
features depending on the context studied and should be identified
before implementing tailored experiential marketing strategy. This
study investigated spectatorsâ perceived distinction between ordinary
and extraordinary experiences as well as the factors which produce
such a distinction in Taiwanese professional baseball games. The
result showed that additional events which are held by clubs can be
seen as extraordinary experiences, and the games themselves are
perceived as ordinary experiences when they are not related to a
special record or ranking position change. Spectators also perceived
big differences between week and weekend games and between
stadiums from the same franchises. Further studies will be able to use
the factors distinguishing ordinary from extraordinary experiences to
conduct further quantitative-based investigation to accurately assess
the impact of experiential marketing strategies on consumer behaviour
in Taiwanese professional baseball games
The image impact of the 2012 Olympic Games: a preliminary examination of the total pre-Games data
Introduction: In 2012 the city of London will host the XXX Olympic Summer Games.
For both developed and developing countries alike, the competition
to host the Olympic Games, and other mega-events, is becoming
increasingly fierce (Shoval, 2002). Aside from a host of other
perceived benefits, mega-events are considered to be âvaluable
promotional opportunities for [places] to showcase their attractions
to global audiencesâ (Horne, 2007, p. 83). In a domestic context also,
mega-events are considered key in the development of a positive
place image; that is, âplaces [âŠ] aim to modify their image and
obtain some positive associations [from hosting mega events]â (Bodet
& Lacassagne, 2012). Additionally, successful and well run events can
serve to legitimise project and government leaders to domestic
audiences (Tomlinson, 2010). For although London
is already considered to be a leading global city
(e.g. Knight Frank Global Cities Index, 2011), a key
objective for those involved in the development
and delivery of the 2012 Olympic Games will be to
manage the image of London (and the wider UK),
to aim to improve this image nationally and
internationally, and to address any potential
negative image formation (DCMS, 2008)