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Charumbira, Lysias Tapiwanashe
- The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations
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Authors
Affiliations
1 Graduate School of Business, National University of Science and Technology, ZW
1 Graduate School of Business, National University of Science and Technology, ZW
Source
International Journal of Marketing and Business Communication, Vol 3, No 3&4 (2014), Pagination: 66-75Abstract
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
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- Proposing the Sports Team Brand Hierarchy Conceptual Framework
Abstract Views :211 |
PDF Views:0
Authors
Affiliations
1 National University of Science and Technology, ZW
1 National University of Science and Technology, ZW
Source
International Journal of Marketing and Business Communication, Vol 5, No 1 (2016), Pagination: 12-20Abstract
The study was inspired by the fact that there has not been a systematic sport brand equity model that uses the brand perceptions held by individual and corporate consumers of sports products to rank teams from different countries in a single hierarchy according to their levels of brand development and financial structure. In line with the exploratory sequential mixed methods research design, the first phase of the study utilised such qualitative procedures as; free-thought listing, semi-structured interviews and focus group discussions to explore the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football teams. In the second phase of this study, the finding from the qualitative phase were used to generate data collection instruments for questionnaire survey. Structured observation was also used to gather data in this phase. The SPSS version 21.0 and NVivo 10 data analysis packages were used to analyze quantitative and qualitative data, respectively. The findings from the study were used to develop the Sports Team Brand Hierarchy Conceptual Framework, a conceptual model which ranks sports teams from different countries in a single hierarchy, according to financial structure and level of brand development. The framework can be used to determine the level of brand development and geographical sphere of influence of sports brands. It also provides guidelines on the growth strategies that teams, at the various levels of brand development can adopt for sustainable growth and competitive advantage.Keywords
Brand Equity, Team Sports Brand Hierachy, Enterprise-Driven Local Brand, Community-Driven Regional Brand, Core Product-Driven National Brand, Product Extensions-Driven International Brand, Value-Driven Global Brand.- The Integrated Conceptual Framework for Understanding Perceived Brand Equity in Professional Sports Teams
Abstract Views :251 |
PDF Views:0
Authors
Affiliations
1 Department of Sports Science, Bindura University of Science Education, ZW
1 Department of Sports Science, Bindura University of Science Education, ZW
Source
International Journal of Marketing and Business Communication, Vol 7, No 4 (2018), Pagination: 32-44Abstract
Although the subject of perceived brand equity in professional sport has been subjected to substantial academic research, there are notable inconsistencies on the dimensions, antecedents and market consequences of brand equity in existing sport brand equity conceptual frameworks. This paper proposes the “Integrated Con-ceptual Framework for Understanding Perceived Brand Equity in Professional Sports Teams” as a contribution towards developing a conceptual understanding that can bridge existing conceptual inconsistencies in the subject area. The Framework was developed from the research findings of an exploratory sequential mixed methods study which was conducted in Zimbabwe, following an extensive review of existing sports brand equity conceptual frameworks. The Framework classifies the antecedents of perceived brand equity in professional sports teams into “Experience-Induced Antecedents”, “Macro Marketing Environment-Induced Antecedents” and “Management-Induced Antecedents”. These antecedents do not apply uniformly across different sport settings. As a results, the different conceptualizations of the antecedents of sports team brand equity in existing conceptual frameworks can be partly attributed to the fact that the frameworks were derived from studies that were carried out in different sport settings. In some cases, there are no tangible content differences, the inconsistences are only in terms of the narrations used to describe the antecedents by different scholars. Dimensionally, the proposed Integrated Conceptual Framework for Understanding Perceived Brand Equity in Professional Sports Teams departs from this traditional conceptualizations of the dimensions of brand equity by noting that team sport brand equity is an aggregate of Brand Awareness, Brand Associations and Brand Relationship. Thus, the framework views Brand Relationship as an additional brand equity dimension, an insight that has not been explicitly captured in existing conceptual frameworks. The Conceptual Framework also illustrates how perceived professional sports team brand equity can generate negative and positive marketplace outcomes. The Proposed Framework supports the theoretical foundations on the dimensions, antecedents and market consequences of sports team brand equity captured in existing literature and goes further to provide new insights and an improved theoretical understanding of these elements.Keywords
Experience-Induced Antecedents, Macro Marketing Environment-Induced Antecedents, Management-Induced Antecedents, Dimensions of Perceived Brand Equity and Market Consequences of Perceived Brand Equity.References
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