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For some time now, eSports has complemented the portfolio of many sponsors in sports. Though partnerships with important organizations, brands are gaining a foothold in the eSports landscape. While the communication work with media and fans in the framework of conventional sports has been tried and tested for many years, Public Relations (PR) in eSports is new for companies. The paper examines the requirements of PR in eSports. These are identified by analyzing a quantitative survey among eSports fans. The results prove the existance of significant differences in the requirements of successful PR in eSports. The differences are mainly based on the different target groups and their media usage behavoir. Classic formats such as TV or print are ignored by eSport fans. This influences the choice of media partners for sponsors. Successful PR in eSports requires patience and long-term planning. It is important to maintain a close exchange with partners in order to jointly design attractive formats for media and their consumers.
Addressing the high complexity of brand image measurement, the present research paper investigates the use of artificial neural networks in this particular application context. Since profound insights into the image of a brand are essential for management, the deployment of this learning algorithm is considered as it allows modeling of complex non-linear and multilayered relationships. The conceptual approach presented in the paper is illustrated with the empirical example of the sportswear manufacturer adidas. By using quantitative survey data, a multilayer artificial neural network is created to link the evaluations of specific brand attributes with the overall evaluation of the brand. Based on an analysis of the connection weights between neurons of the artificial neural network, the importance of different brand attributes for the brand evaluation is quantified. This results in concrete implications for brand management practice and potential for further investigations on the use of artificial intelligence in marketing analytics.
In contrast to classical advertising, event marketing is a dynamic communication instrument that is constantly bringing trends and innovations. The diverse application possibilities and potentials of event marketing make it possible to reach relevant target groups according to the current zeitgeist, to generate brand-relevant realities and worlds of experience, to generate emotions and sympathy values and in this way to create a bond between brand or company and recipients. Enduring brand experience worlds can be seen as a consistent further development of event marketing. Unlike typical branding events, which are limited in time, enduring brand experience worlds create theme worlds that can be experienced, usually for an unlimited period of time. The research paper reflects the development and current state of brand experience worlds. On this basis a systematisation of enduring brand experience worlds is presented and discussed.
Similarities and differences of the various types of enduring brand experience worlds are elaborated and critically appraised.
Neuromarketing is already relatively advanced when it comes to researching the principle effect of marketing in the brain. What is often still missing, however, is the transfer of these findings into practice. The reason for this is that research has so far primarily pursued the question of „why?“. For practice, however, the question of „how?“ is much more relevant. This article attempts to answer the latter question, i.e. to bridge the gap between research and practice in the field of retail marketing. Is there a buy button in the consumer´s brain? And if so, how can it be activated? Neuromarketing is a young discipline at the interface of cognitive science, neuroscience and market research. Due to technological progress, neuromarketing can provide important insights for retail, especially insights to explain consumer behaviour. By looking into the customer’s brain, retail companies can address their customers in a more targeted manner and thus gain an advantage over competitors. Especially the influence of emotions and the unconscious play a major role in the purchase decision of consumers. Using the limbic map, customers can be clustered into types based on the characteristics of their emotional systems, for which specific marketing measures can be derived. Best-practice examples from the retail sector show that a targeted approach to specific shopping types in retail can lead to success.
It has always been interesting for scientists to look at economic indicators in order to explain current economic developments and to forecast a boom or a recession. In addition to classic, hard economic indicators such as the Gross National Product or the Ifo index, there are also a number of psychological and soft indicators that economists consult. The lipstick effect is one of these psychological indicators. The paper introduces the lipstick effect, explains the causes behind the phenomenon, shows the connection to brand management and provides references to the current Corona pandemic.
The halo effect is a cognitive bias known from social psychology. A halo effect occurs when a global impression or information about a salient characteristic shapes the evaluation of other characteristics. In a sports-related context, the halo effect has hardly been researched so far, although this could contribute significantly to understanding the thinking and behavior of sports fans. In this research paper, the following questions are investigated: Is there a halo effect in soccer? Does the sporting success or failure of a club outshine other sporting aspects? Does sporting success or failure possibly even distort fans' perception of non-sporting aspects? The research paper reflects the current state of halo research and presents the results of an empirical study in which fans of soccer clubs from the German Bundesliga were interviewed. The results of the analyses substantiate the distortion of the fans’ perception with regard to a very diverse range of aspects that is triggered by the sporting success or failure of their favorite club.
Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.
In daily life, people tend to use mental shortcuts to simplify and speed up their decision-making processes. A halo effect exists if the impression created by a dominant attribute influences how other attributes of an object or subject are judged. It involves a cognitive bias that leads to distorted assessments. However, the halo effect has barely been researched in a sports-related context, although it can substantially contribute to understanding how sport fans think and behave. The objective of this paper is to answer the question that is of interest for both theory and practice of sports marketing: Is there a halo effect in sports? Does the sporting success or failure of a professional soccer team radiate or even outshine other sports related and non-sports aspects and influence or distort how the club is perceived by its fans? Fans of six soccer clubs selected from the first German soccer league Bundesliga were interviewed. This paper presents the results of an empirical study based on a data set consisting of a total of 4,180 cases. The results of the analyses substantiate the distortion of the fans’ perception with regard to a very diverse range of aspects that is triggered by the sporting success or failure of their favorite club.
A halo effect can lead to significantly biased and distorted judgments in numerous situations and settings in daily life. However, its impact has barely been researched in the sporting environment, although it might help a great deal in understanding how sport fans think and behave. This paper provides an empirical study based on two German soccer clubs, VfB Stuttgart and FC Bayern Munich, analyzing the presence of halo effects. The purpose of this study is to answer the question that is interesting for both theory and practice: Does a halo effect exist in professional soccer?
The halo effect in sports
(2018)
A halo effect can lead to significantly biased and distorted judgments in numerous situations and settings in daily life. However, its impact has barely been researched in the sporting environment, although it might help a great deal in understanding how sport fans think and behave. This paper provides an international literature review on the halo effect in different research fields. Built upon this state of the art, an empirical study based on two German soccer clubs, VfB Stuttgart and FC Bayern Munich, analyzes the presence of halo effects explained by social identity theory. The study shows that supporters rate aspects of the respective team, for example the president’s competency, more favorable than common sport spectators, and this effect even increases with a higher level of team identification.
Lessons from sports : what corporate managers can learn from international professional sports
(2018)
Although sports is generally defined as motor activity, it has always been much more than that. Since management and sports follow the same objective of achieving highest performance, correlations between these two fields nowadays become increasingly interesting in terms of corporate strategy. This paper aims to point out how organisations as well as individuals can benefit from the general and psychological values and strategies of international professional sports, by first looking at the general framework of professional sports and further applying approaches from various types of sports directly to certain business functions like general management, human resource management and marketing management.
The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail. The image transfer model is developed against the backdrop of selected event types often used in actual practice. The focus of its application lies mainly in brand-oriented leisure and infotainment events directed towards external target groups. The model provides a discussion and analysis of the impact category of the image transfer in event marketing. The paper explains that the possibility of an attitude change is given within the context of event marketing. The presented model serves to structure the image transfer in event marketing. It is intended to illustrate the steps that are involved in the emergence of an image transfer as well as the resulting alternative consequences.
Sport marketing is the specific application of marketing principles and processes to sports products and services. In 2014 the biggest sports event in the world, the FIFA World Cup, took place in Brazil. Billions of spectators around the world saw Germany win the trophy in Rio de Janeiro for the fourth time in history. Yet unlike in previous World Cups, conversation was not only taking place at the numerous public viewings which were held in open spaces like bars and restaurants. For the entire tournament social media like Facebook or Twitter were playing a dominant role in all aspects. With 672 million tweets on Twitter and three billion conversations on Facebook, this was the most social World Cup as well as the most social mega sports event so far. It did not matter whether it were users, athletes or companies, everyone was trying to catch up on the conversation to be informed or inform others about their opinion or latest news. This paper analyzes the implementation of social media marketing during mega sports events with a focus on Adidas’ and Nike’s social media campaigns in the frame of the FIFA World Cup 2014 in Brazil. The analysis shows that social media marketing in the frame of mega sports events gains importance. Those companies finding topics that affect people personally with a relationship to their products achieve success through social media marketing.
Purpose: The purpose of this paper is to comprehensively characterise the interdisciplinary phenomenon of ambush marketing in sports, structure its manifestations, illustrate the consequences associated with ambush marketing and provide a critical evaluation from an objective perspective.
Design/methodology/approach: Various approaches to the definition of ambush marketing are presented and the objectives pursued with ambush marketing are identified. In this paper a new approach has been developed to structure the strategies and manifestations of ambush marketing.
Findings: It is a fine line between creative marketing and infringing on sponsorship rights. So the interdisciplinary phenomenon ambush marketing is discussed controversially. Ambush marketing is situated at the intersection of two opposing spheres of interest conducting a battle for shares of the marketing potential of a sports event. On one side there is the disparaging view of ambush marketing founded on legal and/or ethical considerations. On the other, the author has the respectful assessment of ambushers characterised by their innovative, creative marketing.
Practical implications: The analysis conducted in this paper leads to the conclusion that a general evaluation or condemnation of ambush marketing is not feasible. A four-field matrix emerges from the combination of a legal statutory consideration on one hand and an ethical-moral assessment on the other.
Originality/value: The paper describes and structures ambush marketing in a novel form and discusses illustrating examples from major sporting events. Ambush marketing is evaluated from a neutral perspective by summarising the opportunities and threats of ambush marketing which leads to a nuanced contemplation of ambush marketing.
Throughout the past decade the rapid proliferation and widespread adoption of social media for marketing purposes can be observed across all technological and digital touch points. This paper focuses on the implementation of social media marketing during mega sports events. We examine impacts by analyzing Adidas’ and Nike’s social media campaigns in the frame of the FIFA World Cup 2014 in Brazil. What impact did the social media activities of Nike and Adidas have on their Twitter and Facebook presence? Which additional value did the social media activities contribute to their respective targets of the entire marketing campaign? In order to answer these questions an empirical study was conducted. Several hypotheses were formulated and tested.
Creating an image transfer through event marketing : principles, requirements and consequences
(2015)
Event marketing is primarily implemented to emotionalize the target group. So, the most important objective of marketing events is to improve the image of a brand or a company. In this paper an image transfer model for event marketing is introduced. As a basis, the principles of event marketing are presented. After that, the state of the art in attitude and image research is discussed. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail.
This paper provides a quantitative approach to measuring the effectiveness of ambush marketing by using Google data. To our knowledge, it is one of the first studies that develop an empirical approach that directly measures the attention effect of ambush marketing in sports. The new data consists of 14 ambushers (treatment group) and 26 official sponsors (control group) and covers the time period of 2004 to 2012. These firms conducted marketing activities during the past football World Cups and European Championships. The innovation in our paper is the measurement method of attention by means of Google. The results are as follows: First ambush marketing increases product attention significantly. Second the product awareness of ambushers is greater or the same to that of official sponsors. Finally, we demonstrate that ambush marketing has positive impacts on the company's performance. Overall, we conclude that Google provide new insights for the analysis of ambush marketing.