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Article
Publication date: 6 April 2020

Guillaume Bodet, Hui (Eric) Geng, Nicolas Chanavat and Chengcheng Wang

The overall aim of this study is to improve our understanding of the strength of attraction factors of professional football club brands with foreign fans, and of the…

Abstract

Purpose

The overall aim of this study is to improve our understanding of the strength of attraction factors of professional football club brands with foreign fans, and of the influence of demographics and individual characteristics on the influence of these factors in the context of sport spectatorship services.

Design/methodology/approach

This research was based on a quantitative study surveying 1,160 Chinese fans of English Premier League clubs and its results were produced through exploratory and confirmatory factor analyses. They identify the relative importance of 21 organisation– (e.g. star players, charismatic managers, team kits, partnerships and alliances, etc.), market and environment– (e.g. peer influence, TV coverage, etc.), and experience– (e.g. personal bonds, past attendance, etc.) induced service brand attraction points that were categorised into six main factors: star players, on-the-field performance, brand identity, marketing and merchandising, localism and experience.

Findings

Organisation-induced factors are the most important club brand attraction factors for Chinese fans. ANOVA analysis showed that demographic (i.e. gender, age, and education) and individual (i.e. brand identification and loyalty levels) characteristics influence the importance of attraction factors for fans. For instance, fans who had previously supported a different club brand rated the marketing and merchandising dimensions lower, localism higher, on-the-field performance lower and brand identity lower than those who had always supported the same club.

Originality/value

These results emphasise the importance of segmentation when considering consumer attraction to professional sport brands. They also provide specific practical knowledge that is useful when expanding into new foreign markets.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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Book part
Publication date: 6 August 2020

Guillaume Bodet, Guillaume Routier and Stéphan Fuchs

Purpose – The purpose of this chapter is to describe the current situation regarding alcohol use and consumption in relation with sport in France.…

Abstract

Purpose – The purpose of this chapter is to describe the current situation regarding alcohol use and consumption in relation with sport in France.

Design/methodology/approach – Based on a literature review, the authors describe the particular regulatory French context regarding alcohol sales, publicity and consumption around sport and analyze the relationships between alcohol and sport participation, and sporting events.

Findings – Despite an apparent strict legal frame, exemptions, margins of manoeuvre and non-applications of the law portray the situation as more complex than it appears. As for sport participation, if the myth of ascetic sportsmen and sportswomen is not supported, the use and consumption profiles are not clear-cut depending on numerous factors such as age, gender, socio-economic status, intensity and level of sport participation, club membership and more importantly sport subcultures. However, in many cases, strong links with masculinity, as found in the literature, were observed. As for sporting events, the current situation regarding the bans on alcohol sales and sport sponsorship seems again more complex than the law suggests and appears to be continuously contested by stakeholders with different, but often convergent expectations.

Research limitations/implications – The results demonstrate a need to go deeper than visible and official appearances to properly understand the complex relationships between sport and alcohol in France. Particularly, and considering the lack of specific research and evidence regarding the situation, the current public debates regarding the situation cannot be properly informed and are thus strongly influenced by various stakeholders and lobbies, constituting an unsettled field.

Details

Sport, Alcohol and Social Inquiry
Type: Book
ISBN: 978-1-78769-842-0

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Article
Publication date: 2 December 2021

Yann Baup, Benedicte Vignal and Guillaume Bodet

Despite preventive efforts from some companies to offer some sport and physical activity (SPA) to their employees, French participation rates remain very low, which limit…

Abstract

Purpose

Despite preventive efforts from some companies to offer some sport and physical activity (SPA) to their employees, French participation rates remain very low, which limit impacts in terms of health and economic benefits. The aim of this study was to better understand the factors influencing SPA participation in the workplace.

Design/methodology/approach

A cross-sectional study was conducted based on an electronic questionnaire survey disseminated to 24 companies based in France that offered SPA to their employees. An independent sample t-test was conducted to explore the differences between the most common facilitating and constraining factors, in relation to “being a sporty person” self-perception, leisure-time physical activity (LTPA) level and demographic information. Predictors of SPA in the workplace were determined using a binomial logistic regression.

Findings

A total of 1,318 employees completed the survey, of which 60% were women, mostly highly educated and white collar. “Being a sporty person,” self-perception has been a predictor of SPA participation in the workplace.

Practical implications

More multicomponent work-based interventions, including incidental physical activity, might be necessary to increase participation and overcome time constraint.

Originality/value

Although SPA participation in the workplace is considered to promote numerous positive organizational and individual consequences, this is the first study to assess the associations between facilitating and constraining factors of SPA participation in the workplace setting and physical self-perception.

Details

International Journal of Workplace Health Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1753-8351

Keywords

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Article
Publication date: 1 April 2009

Guillaume Bodet

This paper analyses the marketing strategy, marketing mix and brand development of SF Paris rugby union club, which succeeded in attracting huge crowds (around 75,000…

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276

Abstract

This paper analyses the marketing strategy, marketing mix and brand development of SF Paris rugby union club, which succeeded in attracting huge crowds (around 75,000 spectators) for several regular season games and in building strong brand equity. Parallels with American professional sports are drawn and differences from other European clubs highlighted. Finally, planning, consistency and in particular innovation are identified as key factors for success in implementation of the club's marketing strategy.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 12 January 2010

Guillaume Bodet and Nicolas Chanavat

The purpose of this paper is to analyse the perceived brand equity of professional football clubs on foreign markets as these clubs firmly want to expand and reach a…

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8234

Abstract

Purpose

The purpose of this paper is to analyse the perceived brand equity of professional football clubs on foreign markets as these clubs firmly want to expand and reach a global brand status.

Design/methodology/approach

Fitting with an inductive approach, 12 semi‐structured interviews are conducted in order to analyse the perceptions of Chinese fans of four English Premier League clubs.

Findings

The results of this research highlight the fact that the strength of professional football brand equity on the Chinese market is strongly determined by the level of brand awareness and perceived quality but, due to the increasing competition on foreign markets, professional football clubs need to clearly define their strategic marketing in order to improve the two other dimensions of brand equity, which are brand image and loyalty, which represents crucial stake to distinguish themselves.

Originality/value

The results provide useful information for professional clubs in general which want to become global but also provide relevant ways to improve brand equity for the four clubs investigated. This paper is one of the first to analyse perceived brand equity of professional clubs in direct competition among foreign potential or current customers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 22 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 4 September 2009

Nicolas Chanavat and Guillaume Bodet

The purpose of this paper is to provide better understanding of potential foreign customers or satellite fans' perceptions of professional‐football brands, as this…

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6651

Abstract

Purpose

The purpose of this paper is to provide better understanding of potential foreign customers or satellite fans' perceptions of professional‐football brands, as this constitutes a necessary step toward setting up an internationalisation strategy to create a global professional‐sport brand.

Design/methodology/approach

Twelve semi‐directed individual interviews with French satellite fans about how they perceive the English Big Four brands of Arsenal Football Club (FC), Chelsea FC, Liverpool FC and Manchester United are conducted.

Findings

The paper found the common and specific features of each club's brand equity and the typical fans' perceptions of the clubs, which constitute major dimensions upon which the clubs are differentiated in the customers' minds. It also identified such key antecedents to building strong professional‐sport brand equity in the French market as the fit between the image, the values or both of the foreign club and the local club a fan supports.

Research limitations/implications

The main limitation is the size of the sample, even if the saturation‐semantic criterion is applied.

Practical implications

This paper emphasises the need for professional‐sport clubs not to underestimate the need for strategic‐marketing steps different from those used at home before implementing foreign marketing operations and constitutes a first step toward future research into the analysis of the perceptions of potential foreign customers or satellite fans in broader contexts.

Originality/value

Although many studies have dealt with the perception of local professional‐sport brands, this paper represents one of the first empirical studies of the perceptions of professional‐football brands in a foreign market.

Details

Qualitative Market Research: An International Journal, vol. 12 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Content available

Abstract

Details

Asia Pacific Journal of Marketing and Logistics, vol. 22 no. 1
Type: Research Article
ISSN: 1355-5855

Content available
Book part
Publication date: 6 August 2020

Abstract

Details

Sport, Alcohol and Social Inquiry
Type: Book
ISBN: 978-1-78769-842-0

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Article
Publication date: 5 June 2020

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

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107

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Identification of influential attraction points can help European soccer clubs to exploit soaring interest among football supporters in China. Such points can enable teams to differentiate themselves from rival brands and consider various demographic and individual factors in order to target different fan segments.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 36 no. 7
Type: Research Article
ISSN: 0258-0543

Keywords

Content available
Article
Publication date: 4 September 2009

Len Tiu Wright

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352

Abstract

Details

Qualitative Market Research: An International Journal, vol. 12 no. 4
Type: Research Article
ISSN: 1352-2752

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