... of their respective brands. The principles of likeability and/or expertise, elaborated on below, often influence the evaluation of “fit.” Marketing strategy Sports marketing Brands Sponsor Endorser Meaning transfer model © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re...

...Marilyn Giroux; Frank Pons; Lionel Maltese Purpose 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...

... marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating into the Chinese marketplace. Findings The current case study concluded that when facing the current challenges, the NBA needs to bring authentic American cultural commodities while adding Chinese...

... with their consumers for marketing strategies, effectiveness of advertising campaigns, sponsorship value and value for stakeholders. © 2011 by Winthrop Publications Limited 2011 licensed reuse rights only consumer relationship relationship quality marketing strategy sponsorship value Sports consumer...

... tribalism marketing strategy linking value sporting events Tribalism: definition, identification and relevance to the marketing of professional sports franchises Keywords tribalism marketing strategy linking value sporting events Rudi Meir Senior Lecturer, Department of Exercise Science and Sport...