International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations


Affiliations
1 Graduate School of Business, National University of Science and Technology, Zimbabwe
     

   Subscribe/Renew Journal


The study was conducted to determine the effectiveness of sports marketing strategies used by Zimbabwe’s four collegiate sports federations. Its ultimate aim was to increase knowledge on how local sports marketers can use marketing strategy to develop brands which resonate with customers.

Fitting with the phenomenological approach, Yin's (2003) model for comparative case studies using multiple sources was adopted. This explains why a methodological triangulation of semi-structured questionnaires, focus group discussions, and document analysis was used to collect data from the presidents of the federations and 67 purposively sampled users of their brands. Mixed methods research data analysis procedures were used to analyze data and descriptive statistical measures were used for data display.

The findings show that Zimbabwean collegiate sports federations are using ineffective and inappropriate sports marketing strategies. This explains why the levels of brand resonance equity in the industry are low.


Keywords

Sports Marketing Mix Strategies, Brand Resonance, Customer-Based Brand Equity, Brand Position, Brand Identity.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. A. (1991). Managing brand equity. The Free Press, New York.

  • Denscombe, M. (1998). The good research guide-for small social research projects. McGraw-Hill House, Glasgow.

  • Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. Free Press, New York.

  • Aaker, D., & Joachimsthaler, E. (1997). Building brands without mass media. Harvard Business Review, 3-10.

  • Berry, L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137.

  • Davis, S. M. (2002). Brand asset management: Driving profitable growth through your brands. Jossey-Bass Inc Publishers, a Francisco, California.

  • Duffy, (2003). Passion branding: Harnessing the power of emotion to build strong brands. John Wiley and Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, England.

  • Edwards, A., & Skinner, J. (2009). Qualitative research in sports management, Elsevier, Ltd, Hungary.

  • Fullerton, S., & Merz, R. G. (2008). The four domains of sports marketing a conceptual taxonomy. Sport Marketing Quarterly, 17(2), 90-108.

  • Fullerton, S. (2007). Sports marketing. Eastern Michigan University, Michigan.

  • Gerber-nel, C. (2004, September). Determination of the Brand Equity of the Provincial, Regional and National Rugby Teams of South Africa, Doctoral Thesis, University of South Africa, South Africa.

  • Griffin, A., & Hauser, J. R. (1992). Patterns of communication among marketing.Engineering and Manufacturing-A Comparison between Two New Product Teams. Management Science, 38, 360-373.

  • Gouws, J. S. (1997). Sports management-theory and practice. Knowledge Resources, Randburg, South Africa.

  • Gladden, J. M., & Funk, D. C. (2002). Developing an understanding of brand associations in team Sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16, 54-81.

  • Gladden, J. M., Milne, G. R., & Sutton, W. A. (1998). A conceptual framework for assessing Brand equity in Division I college athletics. Journal of Sport Management, 12, 1-19.

  • Gladden, J. M., & Milne, G. R. (1999). Examining the importance of brand equity in professional sport. Sports Marketing Quarterly, 8, 54-81.

  • Gray, D., & McEvoy (2005). Sports marketing strategies and tactics. In Parkhouse, B(Ed). The management of sport: Its foundations and application, McGraw-Hill Inc, New York.

  • Kapferer, J. N. (1992). Strategic Brand Management (1st Edn.). Kogan Page, London.

  • Kapferer, J. N. (1997). Strategic Brand Management (2nd Ed.). Kogan Page, London.

  • Kapferer, J. N. (2008). Strategic Brand Management (4nd Ed.). Kogan Page, London.

  • Kearney, A. T. (2003). The New Sports Consumers, Sports Nation, January, Dallas Marverics

  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1). 1-22.

  • Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing Brand equity. Prentice Hall, Upper Saddle River, New Jesery.

  • Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14-19.

  • Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29, 595-600.

  • Keller, K. L. (2006). Branding and Brand Equity. In: Weitz, B. and Wensley, R. Handbook of Marketing, Sage Publications, London, 151-179.

  • Keller, K. L. (2008). Strategic Brand Management (3rdEdn.). Upper Saddle River, Pearson Prentice Hall, Upper Saddle River, New Jersey.

  • Kotler, P. (2012). Marketing management, (13th ed.). Prentice Hall, New Jersey.

  • Kotler, P., & Armstrong, G. (2010). Principles of Marketing, (14th ed.). Prentice Hall New Jersey.

  • Kotler, P., & Keller, K. L. (2009). Marketing management, (13th ed.). Pearson Prentice Hall, New Jersey.

  • Musante, M., Milne, G. R., & McDonald, M. A. (1999). Sport sponsorship: Evaluating the sport and brand image match. International Journal of Sports Marketing and Sponsorship, 1, 32-47.

  • Pride, W. M., & Ferrel, C. (2011). Marketing, (16th edn.). Houghton Miffin Company, Boston, USA.

  • Ross, S. (2006). A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management, 20, 22-38.

  • Ross, S. (2008). Assessing the use of the brand personality scale in team sport. International Journal of Sport Management and Marketing, 3, 23-38.

  • Ross, S. D., James, J., & Vargas, P. (2006). Development of a scale to measure team brand Associations in professional sport. Journal of Sport Management, 20, 269-279.

  • Vanauken, B. (2002). The brand management checklist. Kogan Page LTD, London, UK.

  • Shank, M. (2005). Sports marketing: A strategic perspective. Upper Pearson Education, Inc, Saddle River, New Jersey.

  • Shilbury, D., Westerbeek, H., Quick, S., & Funk, D. (2009). Strategic Sport Marketing (3rd ed.). Allen & Unwin, Crows Nest (Australia).

  • Van Heerden, C. R. (2001, September, 9). Factors affecting decision-making in South African sport sponsorships. Doctoral thesis (etd-11072001-165433). University of Pretoria, South Africa.

  • Yin, R. K. (1994). Case study research: Design and methods (2nd ed.). Sage Publications, Thousand Oaks.

  • Yin, R. K. (2003). Case study research, design and methods (3rd ed.). Sage Publications, New bury Park.


Abstract Views: 304

PDF Views: 2




  • The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations

Abstract Views: 304  |  PDF Views: 2

Authors

Lysias Tapiwanashe Charumbira
Graduate School of Business, National University of Science and Technology, Zimbabwe

Abstract


The study was conducted to determine the effectiveness of sports marketing strategies used by Zimbabwe’s four collegiate sports federations. Its ultimate aim was to increase knowledge on how local sports marketers can use marketing strategy to develop brands which resonate with customers.

Fitting with the phenomenological approach, Yin's (2003) model for comparative case studies using multiple sources was adopted. This explains why a methodological triangulation of semi-structured questionnaires, focus group discussions, and document analysis was used to collect data from the presidents of the federations and 67 purposively sampled users of their brands. Mixed methods research data analysis procedures were used to analyze data and descriptive statistical measures were used for data display.

The findings show that Zimbabwean collegiate sports federations are using ineffective and inappropriate sports marketing strategies. This explains why the levels of brand resonance equity in the industry are low.


Keywords


Sports Marketing Mix Strategies, Brand Resonance, Customer-Based Brand Equity, Brand Position, Brand Identity.

References