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

Listed author(s):
  • Vlad ROSCA


    (The Bucharest University of Economic Studies, Romania)

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    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.

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    Article provided by Faculty of Management, Academy of Economic Studies, Bucharest, Romania in its journal REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT.

    Volume (Year): 14 (2013)
    Issue (Month): 3 (July)
    Pages: 490-499

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    Handle: RePEc:rom:rmcimn:v:14:y:2013:i:3:p:490-499
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    1. 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.
    2. 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.
    3. Abhigyan SARKAR, 2011. "Romancing With A Brand: A Conceptual Analysis Of Romantic Consumer-Brand Relationship," Management & Marketing, Economic Publishing House, vol. 6(1), Spring.
    4. Christopher Stoney, 2001. "Stakeholding: Confusion or Utopia? Mapping the Conceptual Terrain," Journal of Management Studies, Wiley Blackwell, vol. 38(5), pages 603-626, July.
    5. 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.
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