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Article
Publication date: 1 October 2000

Kit Keller

97

Abstract

Details

Electronic Resources Review, vol. 4 no. 11
Type: Research Article
ISSN: 1364-5137

Keywords

Article
Publication date: 1 March 2000

Kit Keller

20

Abstract

Details

Electronic Resources Review, vol. 4 no. 4
Type: Research Article
ISSN: 1364-5137

Keywords

Article
Publication date: 18 May 2015

Robert James Thomas

The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour…

3650

Abstract

Purpose

The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League.

Design/methodology/approach

The research design is longitudinal, qualitative and interpretivistic, utilising 26 online focus groups with 213 participants over a 24-month period encompassing the 2012/2013 and 2013/2014 Premier League seasons.

Findings

The results indicate that Under Armour’s lack of football (soccer) presence in the context of the Premier League offered significant differentiation, as it diminished “common ground” with other fans, offered the opportunity to create personal identities beyond the club and the consumption of kit apparel, and was seen as positive given the articulation that brands such as Nike and Adidas were “forced” onto fans. Additionally, for the first time in the sports sponsorship literature, the findings reveal fans engaging with brands in a utilitarian manner, expressing concerns relating to cost, durability, functionality and value for money.

Research limitations/implications

This study is exploratory in nature and highly contextualised, and a larger-scale study of the phenomenon is desirable. This study extends the literature on fans’ perceptions of sponsoring brands and shows that a new sponsor, without prior league or club associations, can generate significant brand interest and elicit consumption behaviours beyond team apparel.

Practical implications

The findings suggest that there are considerable opportunities for “outside” brands to garner a market share and instigate loyalty through sponsorship. Subsequently, kit manufacturers should consider strategies that encompass entry into new sporting areas.

Originality/value

The study reveals that fans seek uniqueness and differentiation in a sponsoring brand, with brand image paramount in relation to the club and to both social and personal identity.

Details

Journal of Product & Brand Management, vol. 24 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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 global brand…

9474

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

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 10 February 2012

Richard Mitchell, Karise Hutchinson and Susan Bishop

The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium‐sized enterprise (SME) owner managers and how this impacts upon brand management…

5597

Abstract

Purpose

The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium‐sized enterprise (SME) owner managers and how this impacts upon brand management practice.

Design/methodology/approach

This research utilises a case study approach, which involved 12 SME retailers located in two regions of the UK, combining qualitative interview data with desktop research and documentary evidence.

Findings

The findings of this paper confirm that the owner manager is central to the brand management function in SME retail firms. Furthermore, it was found that the retail brand encompasses both symbolic and functional meaning to the owner manager.

Research limitations/implications

This research contributes to the retail and SME literature by offering a conceptual framework, which presents the interpretation of the retail brand from abstractive, service and environmental perspectives.

Practical implications

It is recommended that SME owner managers set an overall direction for branding across all aspects of the retail business. In doing so, existing retail brand models may be utilised as a tool kit for SME brand managers.

Originality/value

The research begins to address a significant empirical lacuna in branding at the SME retail marketing interface. This paper also adds to wider marketing discourse, through the presentation of terminological adaptation within a small retailing situ.

Details

International Journal of Retail & Distribution Management, vol. 40 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Book part
Publication date: 2 May 2015

Aric Rindfleisch and Matthew O’Hern

To identify, conceptualize, and analyze a newly emerging form of consumer-initiated, brand-altering activity that we term “brand remixing.”

Abstract

Purpose

To identify, conceptualize, and analyze a newly emerging form of consumer-initiated, brand-altering activity that we term “brand remixing.”

Methodology

A content analysis of 92 remixes of the Nokia Lumia 820 smartphone case.

Findings

We find that nearly 40% of the remixed versions of Nokia’s case retained at least one element of its standard template. The remixed cases contained considerable congruency with the design elements in the standard template, a high degree of personalization, and no negative brand imagery.

Implications

Our research is the one of the first examinations of the role of 3D printing upon marketing activities. It has important implications for marketing scholarship by showing that 3D printing empowers consumers to physically alter the brands they consume. Our research also suggests that practitioners interested in using this technology to develop and enhance their brands should accept the notion that firms are no longer fully in control of their brand assets. Hence, we believe that brand managers should develop co-creation platforms that allow customers to easily modify, remix, and share various aspects of their brands with their peers.

Originality

We identify and label an important emerging branding practice (i.e., brand remixing). This practice has the potential to dramatically alter the branding landscape.

Details

Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

Keywords

Case study
Publication date: 3 January 2017

Vijaya L. Narapareddy, Nancy Sampson and S.R. Vishwanath

International Development Enterprises (iDE), a non-profit organization, won numerous awards for its poverty alleviation efforts through the sale of low-cost irrigation…

Abstract

Synopsis

International Development Enterprises (iDE), a non-profit organization, won numerous awards for its poverty alleviation efforts through the sale of low-cost irrigation technologies to the Base of Pyramid (BoP) farmers around the world. This case discusses iDE’s entry into Nicaragua and the challenges this global social enterprise faced in bringing drip irrigation and other water technologies to the rural subsistence coffee farmers in Nicaragua. It presents the tough decisions it faced in 2012 regarding the future of its for-profit social business, iDEal Tecnologias, in Nicaragua. This case captures the tension in hybrid social enterprises.

Research methodology

This case was developed through the following primary sources as well as some secondary sources. Primary: discussions with iDE’s CEO Doerksen, Urs Heierli (Coordinator of iDE’s operations in Nicaragua), and Skype conversations with iDEal Tec’s Country Director, Nadja Kränzlin. Secondary: documents provided by the company and other publicly available sources.

Relevant courses and levels

This case is intended for use in undergraduate, graduate, and executive courses in: social entrepreneurship, non-profit management, and managing sustainable businesses. It may also be used in the sustainability module of courses in international business/management/marketing, and business strategy and policy. It would be best to position this case toward the middle or latter half of the course as it is an integrative case that challenges students to evaluate the sustainability of a social enterprise from multiple perspectives.

Theoretical bases

The theoretical bases for this case are: defining and implementing a sustainable strategy in hybrid social enterprises. Serving BoP customers with a vision of enabling prosperity.

Details

The CASE Journal, vol. 13 no. 1
Type: Case Study
ISSN: 1544-9106

Keywords

Book part
Publication date: 16 September 2017

Kevin J. Boudreau

Rather than organize as traditional firms, many of today’s companies organize as platforms that sit at the nexus of multiple exchange and production relationships. This chapter…

Abstract

Rather than organize as traditional firms, many of today’s companies organize as platforms that sit at the nexus of multiple exchange and production relationships. This chapter considers a most basic question of organization in platform contexts: the choice of boundaries. Herein, I investigate how classical economic theories of firm boundaries apply to platform-based organization and empirically study how executives made boundary choices in response to changing market and technical challenges in the early mobile computing industry (the predecessor to today’s smartphones). Rather than a strict or unavoidable tradeoff between “openness-versus-control,” most successful platform owners chose their boundaries in a way to simultaneously open-up to outside developers while maintaining coordination across the entire system.

Details

Entrepreneurship, Innovation, and Platforms
Type: Book
ISBN: 978-1-78743-080-8

Keywords

Article
Publication date: 13 June 2023

Ying Kit Cherry Kwan, Mei Wa Chan and Dickson K.W. Chiu

In the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation…

Abstract

Purpose

In the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.

Design/methodology/approach

This paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.

Findings

The Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.

Practical implications

By concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.

Originality/value

Few studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.

Details

Library Hi Tech, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0737-8831

Keywords

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