Academic journal article International Journal of Sports Marketing & Sponsorship

Introduction

Academic journal article International Journal of Sports Marketing & Sponsorship

Introduction

Article excerpt

The second issue of the International Journal of Sports Marketing & Sponsorship brings together a diverse array of research, opinion and perspective. The issue begins with an interview with Paul Blanchard, Marketing Director with the newly-formed Scottish Premier League. In addition to the insights provided on establishing a new brand with a traditional product, Blanchard offers informed opinion on topics ranging from virtual advertising to combating ambush marketing. Blanchard's previous experiences with American football and the betting industry, as well as his new employers, inform some opinions that are well worth hearing.

The primary research that is presented is similarly diverse. The first three papers provide cutting-edge research from the United States. Steve McDaniel and Lance Kinney address an area that all marketers will identify as important, and yet one in which little research has been carried out. They show the importance of the sponsor linking the brand to an event, and also examine the various effects played on this process by demographics, personal interests and individual values.

Dan Mahoney, Robert Madrigal and Dennis Howard also identify an important area: which type of consumers marketing managers should look to target through their sponsorship initiatives. Using insights from the social psychology literature, they highlight the effect that fan loyalty can have on marketing effectiveness. …

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