IDEAS home Printed from https://ideas.repec.org/a/eph/journl/v6y2011i4n9.html
   My bibliography  Save this article

Improving sport brands’ reputation through marketing events

Author

Listed:
  • Vlad ROȘCA

    (The Bucharest Academy of Economic Studies)

Abstract

The rationale of this paper is to highlight how a marketing event can be used as a promotional tool by a sporting organization. A case study approach has been chosen for the demonstration. The major findings of the research are that integrating a marketing event in the promotional mix can help a football league to better identify itself with its target consumers and to increase its brand value, while also offering an unforgettable experience for the participants. There are two important implications this paper could have. The first one would be to help researchers and practicioners realize that there is a difference between a sporting event and a marketing event. The confusion will be cleared in the Introduction of the case study. The second one would be to show sport marketers how a given event can be marketed. Therefore, the paper makes another difference, between „marketingevents” and „eventmarketing. Eventmarketing represents the core of the paper: the stages of event production, event promotion and event distribution (consumption) are largely investigated.

Suggested Citation

  • Vlad ROȘCA, 2011. "Improving sport brands’ reputation through marketing events," Management & Marketing, Economic Publishing House, vol. 6(4), Winter.
  • Handle: RePEc:eph:journl:v:6:y:2011:i:4:n:9
    as

    Download full text from publisher

    File URL: http://www.managementmarketing.ro/pdf/articole/246.pdf
    Download Restriction: no

    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:eph:journl:v:6:y:2011:i:4:n:9. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.