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In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities and the impact on the brand equity.

Respondents (2,400) were recruited through an online survey and data were analyzed using structural equation modeling.

The survey revealed that the congruence between the brand personality and the promotional activities has a positive impact on its evaluation and on brand equity. In addition, the results showed that consumers who consider the financial strength of the team as an important factor evaluate more positively the value of congruent and incongruent promotional activities.

Brand managers should maintain consistency between their brand personality and their promotional activities in order to maintain and increase their brand equity.

The results contribute to the literature by investigating the impact of brand personality on the evaluation of promotional activities. Also, it examines an important factor (financial consciousness) that could influence how fans react in front of an incongruent promotional activity. This research brings a better understanding of the impact of brand personality on marketing strategies and brand equity.

The purpose of this paper is twofold. First, to highlight the heterogeneity of the organizational aims within the professional football teams in Ligue 1. Second, to understand why some teams swing from a win orientation towards a soft budget constraint from year to year, and vice versa.

Financial data from annual reports for the period 2005/2015 was collected for the 35 Ligue 1 clubs. To define the degree of compliance with the intended strategy for those clubs, an efficiency analysis was conducted thanks to the data envelopment analysis method. This measure of performance was supplemented with the identification of productivity and demand shocks to identify whether clubs suffered from such shock or changed their strategy. It enables to precise the nature of the evolution in the utility function, with regards to the gap between expectation and actual performance.

The paper suggests that a team can switch from one orientation to another from year to year due to the uncertain nature of the sports industry. The club director’s utility function could also be maximized under inter temporal budget function in order to adjust the weight between win and profit according to the opportunities in the environment.

The paper sheds new light on the win/profit maximization. The theoretical model provides an assessment of the weight between win and profit in Ligue 1 and then identifies a new explanation for persistent losses in the sports industry.

The purpose of this is to analyse co‐branding as leverage for both teams and equipment manufacturers in their internationalization endeavours. In other words, how can teams and equipment manufacturers benefit from their association in order to expand internationally?

The study involves four football cases for the 2009‐2010 season: Paris Saint‐Germain and Nike, Olympique de Marseille and Adidas, Olympique Lyonnais and Umbro, and the French national football team and Adidas. Semi‐structured interviews were conducted with managers involved with the four teams and their respective equipment manufacturers. The managers were marketing directors, VPs of marketing, sales managers or presidents of their respective organization. Sponsors, university professors and journalists who interact closely with the teams and equipment manufacturers were also interviewed.

It seems as if the team and its equipment manufacturer do not have a formal strategy to jointly benefit from their association. That would be very important for a successful collaboration and for joint internationalization. Currently, the actions appear a little too ad hoc and opportunistic, with some exceptions (i.e. PSG and Emirates Cup). In other words, the commitment does not really transpire yet in the co‐branding partnerships studied.

Other teams in other sports and other countries should be studied in the next stage of the research. All the more so since the paper focused on a convenience sample, comprised of only French teams. Furthermore, special attention should be paid to the differences between North America and Europe. Indeed, in North America, the league is very much involved and controlling in the international expansion of its teams to the point that the league dictates the internationalization of its teams, brands and merchandising offering; whereas in Europe, teams have much more freedom to expand abroad.

The global brand strategy, which refers to a new market and an existing co‐brand name, would be the most appropriate for sports teams and equipment manufacturers. This would be especially true when both the equipment maker and the sports team benefit from a strong brand equity, which they could carry into international markets and use to trigger a strong synergy abroad. The global brand strategy bears some resemblance with the “Brand Conquistador” strategy, where partnership, either between two teams or between a team and an equipment maker, is used in order to expand internationally.

The purpose of this paper is to draw attention to Victor Lebow, an unknown contributor to critical marketing studies. The paper also contributes to the literature on marketing amnesia. A brief biography of Lebow is presented in which it is established that he was a marketing professional. The paper then discusses his unacknowledged contribution to critical thought by exploring his only book.

The paper is based on a close reading of Lebow’s only book, contextualizing it by placing it in historical context. The paper uses a traditional historical narrative approach to present the results.

It is pointed out that the business system, including marketing, is riven with power relations that are largely unappreciated or ignored. Woven into Lebow’s account is an attempt to rethink aspects of theory, practice and especially institutions that had and have assumed a taken-for-granted status. It is established that Lebow’s thought, as a marketing professional, went well beyond typical marketing. He presents an interesting and innovative program for converting private enterprise into a socially responsible structure without resulting to any form of socialism.

No such review or evaluation of Victor Lebow has been published. One 1955 article has been frequently cited. His wider thought has been ignored.

THE idea of a central service and supplies organisation for libraries—a “Library Centre”— such as exist abroad and are described in Library Supply agencies in Europe, is like most ideas in librarianship, not a new one, even taking into account the establishment of Norway's Biblioteksentralen over 60 years ago in 1902, which at that time was called Folkeboksamlingenes Ekspedisjon. This idea, like so so much else, seems to have originated in the fertile brain of Melvil Dewey, taking its final and lasting form as the Library Bureau, established by Dewey himself in 1882.

Project marketing is the specific activity of companies selling projects-to-order. Interpersonal practice is known to be important in this type of marketing. While this interpersonal practice has been little studied, some previous research suggests that changes in the institutional macro environment have affected it. Therefore, the purpose of this paper is to study today’s interpersonal practice in project business and how the institutional environment conditions it.

Semi-structured interviews were conducted with marketing managers at project-based firms in different business sectors in France and Sweden. Data collection and analysis was informed by grounded theory.

The paper identifies three types of interpersonal practice in project marketing, referred to as the transactional, the work-based and the socializing. Changes in these are explained in relation to the three institutional logics identified in the data: the market institutional logic of business ethics, the corporate institutional logic of rationalization and the family institutional logic of gender equality.

Future studies can continue and broaden this work as it regards how the institutional conditioning of interpersonal practice varies with context.

By clearly categorizing the three types of interpersonal practice and their relative role today, companies can orient the activities of salespeople, business developers and other project marketers.

The paper highlights how business ethics and gender equality have changed interpersonal practices in project marketing.

The paper contributes to the current debate on project marketing by identifying three types of interpersonal practice and by illustrating how institutional logics condition and change these. The paper shows that extra-business activities are needed less than previous research has argued with regard to maintaining customer relationships in-between projects.