IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2013v2i2p189-206.html
   My bibliography  Save this article

Decoding the modern sports fan

Author

Listed:
  • Reisman, Mike
  • Eccleston, Jeff

Abstract

This paper has been designed to provide a roadmap for marketers to identify which consumers are most responsive to marketers’ investments, where to find them and how to communicate with them in order to maximise the success of their company's sponsorship investment. The research revealed some fascinating insights, none more so than the understanding that measures of passion and avidity are superficial compared with brand receptivity. The primary theme of the paper is identifying which consumers are willing to have a dialogue with the brand and which simply do not care. The startling fact is that many brands (in the context of sports marketing) simply do not know and are investing in a marketing mix that is not optimised for success.

Suggested Citation

  • Reisman, Mike & Eccleston, Jeff, 2013. "Decoding the modern sports fan," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(2), pages 189-206, June.
    • Handle: RePEc:aza:jbs000:y:2013:v:2:i:2:p:189-206
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/375/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/375/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    lifestyle segmentation of the modern sports fan; receptivity not avidity; response to activation tactics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2013:v:2:i:2:p:189-206. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.