Contemporary Marketing Communications Framework for Football Clubs

Thrassou, Alkis; Vrontis, Demetris; Kartakoullis, Nicos; Kriemadis, Thanos

doi:10.1080/10496491.2012.696454

Cited by 29 publications

(18 citation statements)

References 34 publications

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“…In contemporary markets, consumers' influence on business has been steadily increasing over the past few decades, empowering and crowning them sovereigns among the forces that are shaping business environments (Blackwell, Miniard, & Engel, 2006;Kotler, Armstrong, Saunders, & Wong, 2005;Schiffman & Kanuk, 2004;Vrontis & Thrassou, 2007a, 2007b. Contemporary markets bear a number of characteristics that facilitate this phenomenon (Chan & Chui, 2004;Keegan & Schlegelmilch, 2001;Steiner & Steiner, 2000;Thrassou, 2007), factors that not only result in different motivators (Rayner & Easthope, 2001), but also in considerably more complex motivational processes.…”

Section: A Contemporary Sports Consumer Behaviour Perspectivementioning

confidence: 97%

“…They further note that: (a) there is a strong interrelation between the tangible and intangible value propositions, since the one may stem from and/or support the other; (b) the grid is football-specific, but still generic and practically implemented through individual club/market refinement and adaptation; (c) for clubs with international aspirations, there is a difficult dilemma relating to adaption or standardisation of their product design (Vrontis & Thrassou, 2007a, 2007b with consequent adoption of single or multiple grids accordingly; and (d) though the grid provides a much needed tool of football strategic marketing planning, the degree and nature of its usefulness is directly related to the degree and nature of the methods utilised in its adoption.…”

Section: Value-based Sports Marketing Analysismentioning

confidence: 98%

“…Drawing from the works of Chebbi et al (2013), Thrassou, Vrontis, Chebbi and Yahiaoui (2012), Thrassou, Vrontis, Kartakoullis and Kriemadis (2012), and Vrontis et al (2014), we find that product value is a critical and defining factor of strategic and procedural design and innovation. Also, value appears to offer itself in a multitude of manifestations, each of which has a different relative weight depending both on the product and the individual stakeholder (external or internal).…”

Section: Value-based Sports Marketing Analysismentioning

confidence: 98%

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Contemporary sports club branding: Empirical findings on basketball and value-based conceptual constructs

Shuv-Ami

Thrassou²,

Vrontis³

2015

Mark. Rev.

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The research focuses on sports club customer-based (fan-based) brand equity and ultimately develops a sports club value-based brand model. The research initially constructs the theoretical foundation of sports club brand equity; continues with empirical work to develop a model of the fans' cognitive and affective brand equity interrelations; subsequently supplements the theoretical basis with a contemporary general and sports consumer behaviour literature review; and finally develops a conceptual Value-Based Club Brand Equity Construct, along with its scholarly and managerial implications. Methodologically, the research is based on an extensive literature review, a large survey of 1180 Israeli basketball fans, and the interrelation of theoretical with empirical results leading to conceptual development. The findings accentuate the need for a holistic and value-based approach to sports club branding; itself demanding the identification of the complete spectrum of internal and external value stakeholders. Branding is found to be at the epicentre of contemporary sports club marketing and requiring particular attention, owing to the unique dual nature of sports clubs as businesses and as social entities.

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Section: A Contemporary Sports Consumer Behaviour Perspectivementioning

confidence: 97%

Section: Value-based Sports Marketing Analysismentioning

confidence: 98%

Section: Value-based Sports Marketing Analysismentioning

confidence: 98%

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Contemporary sports club branding: Empirical findings on basketball and value-based conceptual constructs

Shuv-Ami

Thrassou²,

Vrontis³

2015

Mark. Rev.

Self Cite

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“…Los directivos de empresas futbolísticas están llamados a diseñar y utilizar las posibilidades que ofrece el marketing y la comunicación para asegurar que los clientes, ya sean seguidores o simpatizantes, revivan una experiencia holística del fútbol como producto (Thrassou et al, 2012).…”

Section: Introductionunclassified

“…Uno de los objetivos más importantes de los clubes profesionales de fútbol en el siglo actual es la fidelización de los seguidores y simpatizantes, además de otros públicos que pueden influir de manera decisiva en la gestión del marketing de estas entidades. En este sentido, las redes sociales juegan un papel esencial en dicho objetivo.Los directivos de empresas futbolísticas están llamados a diseñar y utilizar las posibilidades que ofrece el marketing y la comunicación para asegurar que los clientes, ya sean seguidores o simpatizantes, revivan una experiencia holística del fútbol como producto (Thrassou et al, 2012).Por tanto, la buena gestión de la comunicación al dirigirse a los públicos puede ayudar a mejorar la gestión económica de los clubes profesionales de fútbol. La comunicación interactiva en los clubes de fút-bol, responde a características diferentes a la empleada en otros sectores empresariales, pues los destinatarios principales en la comunicación son fundamentalmente seguidores con fuerte arraigo, compromiso e identificación con las entidades (Olabe, 2010).…”

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“Técnicas de marketing de los clubes de fútbol de élite en las redes sociales”

Tenorio

2017

ret

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ResumenLa comunicación siempre tuvo un papel importante en la organización de los clubes de fútbol, instituciones influyentes a nivel deportivo y económico en la sociedad. Dentro del ámbito de la comunicación y en específico en las redes sociales, se ha avanzado mucho en los últimos años, siendo parte fundamental de los clubes de fútbol profesionales para conseguir mayor apoyo por parte de la afición y generar mayor confianza y alcance mediático en la sociedad. En esta investigación, se ha realizado un análisis de la gestión de las cuentas oficiales en redes sociales de diez clubes de fútbol, con gran palmarés histórico y número de participaciones en competiciones internacionales, pertenecientes a las confederaciones continentales: CONMEBOL, CONCAFAF y UEFA. La metodología del estudio, se ha basado en la observación y el análisis de contenido, y el objetivo de la investigación es la evaluación de la utilización de las categorías de contenido relacionadas con el marketing, teniendo en cuenta al departamento de comunicación de cada club como emisor de contenido en las cuentas oficiales en las redes sociales Facebook, Instagram y Twitter. Los resultados muestran grandes diferencias en la emisión de contenidos relacionados con el marketing, además los datos obtenidos resultan de gran utilidad para mejorar la gestión estratégica de la comunicación digital en estas entidades. AbstractCommunication has always had an important role managing the clubs, which is influential in sporting institutions and economic events in the society. In the area of communication, social media has advanced during the last years, and became a basic part of professional football clubs leading to a greater support of the fans and generating more confidence and media outreach in society than ever before. In this research, it has been done analysis of the management often official soccer clubs social media accounts, with historic success in international competitions, of the international confederations CONMEBOL, CONCACAF and UEFA. The methodology of the study, has been based in observation and the analysis of content, and the research objective is evaluate the utilization of content categories related with marketing, and considering the communication department of each football club as issuer of content in the official Facebook, Instagram and Twitter accounts. The results show big differences in emission of marketing content. The data obtained are useful for improve the strategic management of digital communication of these entities. Palabras clave│keywordsAnálisis de contenido, clubes de fútbol, comunicación organizacional, deporte, marketing, redes sociales. Analysis of content, soccer clubs, organizational communication, sport, marketing, social media.Retos, nº 13, vol. VII, 201713, vol. VII, © 2017 IntroducciónLos sponsors juegan un papel clave en la gestión de los clubes de fútbol de élite del mundo, pues son socios comerciales con una enorme influencia en la gestión económica de los mismos, además de repercutir en la imagen de cada c...

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Effects of interaction between brand positioning and chatbot conversational style on perceived fit and brand attitudes

Cheng,

Toung

2024

Psychology and Marketing

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Although an underdog brand positioning can elicit positive consumer responses, maintaining a brand's positioning requires maintaining consistent brand associations. If the associations created by the company's service providers do not align with the brand's positioning, this discrepancy can lead to consumer confusion or to a decline in brand attitudes. Chatbots, as customer‐facing representatives, play a crucial role in how consumers perceive and evaluate a brand. However, the role of chatbots in shaping brand attitude has not been extensively studied. Therefore, this study investigates the effects of chatbot conversational styles on consumers' perceptions of the fit between a brand's positioning and its messaging, focusing on both “top‐dog” and “underdog” brands. This study demonstrates that underdog brands using chatbots with warm conversational styles and top‐dog brands using chatbots with competent (i.e., professional) conversational styles foster positive brand evaluations by consumers through perceived fit. Additionally, this study introduces the concept of power state—an individual's degree of perceived control over their surroundings—as a moderator in human–chatbot interactions, demonstrating that high‐power‐state consumers of top‐dog brands favor a competent conversational style, whereas low‐power‐state consumers favor a warm conversational style regardless of the brand's positioning.

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Contemporary Marketing Communications Framework for Football Clubs

Cited by 29 publications

References 34 publications

Contemporary sports club branding: Empirical findings on basketball and value-based conceptual constructs

Contemporary sports club branding: Empirical findings on basketball and value-based conceptual constructs

“Técnicas de marketing de los clubes de fútbol de élite en las redes sociales”

Effects of interaction between brand positioning and chatbot conversational style on perceived fit and brand attitudes

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