IDEAS home Printed from https://ideas.repec.org/a/rom/rmcimn/v14y2013i3p490-499.html
   My bibliography  Save this article

Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders

Author

Listed:
  • Vlad ROSCA

    () (The Bucharest University of Economic Studies, Romania)

Abstract

Relationship marketing can be a possibility for sports clubs to improve their brand equity and to deliver added value to their fans. Leading and managing the sports club by a relationship marketing philosophy can help involve the fans into co-creating value. This paper begins by presenting three different types of relationship marketing that sports clubs can use: non-systemic, simply systemic and complex systemic. After making the differences between these three types, the research concentrates on discussing the two systemic marketing types, and provides ideas of how sports clubs can encourage their fans to contribute with value to the brand. Hence, the idea of co-creating value for the brand equity, is further discussed, by presenting models of how clubs could involve fans into the marketing process.

Suggested Citation

  • Vlad ROSCA, 2013. "Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(3), pages 490-499, July.
  • Handle: RePEc:rom:rmcimn:v:14:y:2013:i:3:p:490-499
    as

    Download full text from publisher

    File URL: http://rmci.ase.ro/no14vol3/13.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. Abhigyan SARKAR, 2011. "Romancing With A Brand: A Conceptual Analysis Of Romantic Consumer-Brand Relationship," Management & Marketing, Economic Publishing House, vol. 6(1), Spring.
    2. Pfahl, Michael E. & Kreutzer, Andrew & Maleski, Mike & Lillibridge, Jeff & Ryznar, Jeff, 2012. "If you build it, will they come?: A case study of digital spaces and brand in the National Basketball Association," Sport Management Review, Elsevier, vol. 15(4), pages 518-537.
    3. Irina SHTONOVA, 2011. "Issues in Co-operative Marketing of Tourist Destinations in Bulgaria – a Cluster Approach," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(3), pages 541-549, July.
    4. Wang, Ryan T. & Zhang, James J. & Tsuji, Yosuke, 2011. "Examining fan motives and loyalty for the Chinese Professional Baseball League of Taiwan," Sport Management Review, Elsevier, vol. 14(4), pages 347-360.
    5. Christopher Stoney, 2001. "Stakeholding: Confusion or Utopia? Mapping the Conceptual Terrain," Journal of Management Studies, Wiley Blackwell, vol. 38(5), pages 603-626, July.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    relationship marketing; sports marketing; brand equity; sports branding; systemic relationship marketing; fan club.;

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    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:rom:rmcimn:v:14:y:2013:i:3:p:490-499. 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: (Marian Nastase). General contact details of provider: http://edirc.repec.org/data/mnasero.html .

    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.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with 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.