... Limited 2024 Emerald Publishing Limited Licensed re-use rights only Agenda-setting Motivation Relationship marketing Facebook Twitter Sina Weibo Olympics We studied how the 2022 Winter Olympics in Beijing were promoted on Chinese and Western social media. We found that messages...

... football leagues spanning Europe, South America and North America. Design/methodology/approach Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter...

... for the segmentation analysis, which identified fourteen unique fan segments for a professional sports club, generalizable to other clubs. Originality/value The identification of 14 segments of season ticket holders based on a sequential study framed by the sports relationship marketing model is a needed...

... and front-line staff are recommended to undertake activities to improve the relationship between the organization, team and its fans. Originality/value The principles and practices of relationship marketing and service quality often include discussions of the importance of “putting fans first,” however...

... be contacted at: peter.vandyck@uni-bamberg.de 18 09 2019 29 01 2020 21 02 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Sponsorship Relationship marketing Sponsor satisfaction Fuzzy-set qualitative comparative analysis (Fs...

... (2001) asserted that developing a strong brand community is a critical step in actualizing the concept of relationship marketing. At this moment, still early in the twenty-first century, “the notion of [brand] community occupies a particularly important space” and is worth revisiting from a unique...

... licensed reuse rights only relationship marketing sponsorship relationship success soccer football RESEARCH PAPER The soccer club-sponsor relationship: identifying the critical variables for success Keywords relationship marketing sponsorship relationship success soccer football André W Bühler...

...Robyn Stokes Mega events offer a rich context for relationship marketing research, but no known research has investigated relationship leveraging among clients during mega events. This paper compares relationship leveraging by an Australian state government department and a private sector banking...

..., the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future...

... literature, highlighting the important role of commitment between collaborative partners, and concludes by exploring a range of implications for sponsorship managers embracing a broader view of commitment. Keywords: Commitment; relationship marketing, building, antecedents and outcomes Simon Chadwick Simon...

...; and 3) teams understanding that customers needed assistance in the activation of sponsorship programs. Tony Lachowetz Keywords: Eduselling, corporate sales, spectator sports, relationship marketing Tony Lachowetz, Assistant Professor, Recreation and Sport Management, Georgia Southern University...

...Laura Cousens; Kathy Babiak; Trevor Slack This paper explores the adoption of a relationship marketing paradigm by the National Basketball Association. A contextualist framework was used to explore the context, content and processes of this change that evolved over a 17-year time period. Personal...

... --> Sales Sponsorships Professional Sport Franchises Relationship Marketing Keywords: Olympic Games, event marketing, sport tourism, sponsorship, leveraging Maggie White, Business Manager Olympic Games for the Australian Tourist Commission Laurence Chalip, School of Marketing & Management, Griffith...

... Sales Sponsorships Professional Sport Franchises Relationship Marketing Keywords: Sales, Sponsorships, Professional Sport Franchises, Relationship Marketing William A. Sutton, University of Massachusetts, Amherst, USA Tel: 413 545 5058 Fax: 413 545 2425 e-mail: wasutton@sportstudy.umass.edu...