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Strategies of German Bundesliga and English Premier League clubs for the COVID-19 crisis: the case of international broadcasting fans

Author

Listed:
  • José F. Navarro-Picado

    (Universidad de Costa Rica)

  • Eduardo Torres-Moraga

    (Universidad de Chile)

  • Manuel Alonso Dos Santos

    (Universidad de Granada
    Universidad Católica de la Santísima Concepción)

  • Brandon Mastromartino

    (Southern Methodist University)

  • James J. Zhang

    (The University of Georgia)

Abstract

During the COVID-19 pandemic that paused sports worldwide, the German Bundesliga League (GBL) and English Premier League (EPL) took two different strategic approaches to agree with their players on returning to play. To become better informed and prepared for future crisis management, this study examines consumer responses to these opposing strategies. We also identify how perceived organizational legitimacy, trustworthiness, reliance, and justifiability have an impact on consumer multimedia consumption of the games. A sample of 503 participants responded to an online questionnaire regarding the contrasting decisions taken by the GBL and the EPL during the global health crisis. SEM with multi-group analysis was conducted to test the research hypotheses. When comparing the two selected sport leagues, the league that reached an agreement with their players experienced higher levels of perceived legitimacy while needing fewer perceptions of trustworthiness, reliance, and justifiability to obtain higher multimedia consumption intention from consumers.

Suggested Citation

  • José F. Navarro-Picado & Eduardo Torres-Moraga & Manuel Alonso Dos Santos & Brandon Mastromartino & James J. Zhang, 2023. "Strategies of German Bundesliga and English Premier League clubs for the COVID-19 crisis: the case of international broadcasting fans," Review of Managerial Science, Springer, vol. 17(1), pages 209-232, January.
    • Handle: RePEc:spr:rvmgts:v:17:y:2023:i:1:d:10.1007_s11846-021-00515-3
    DOI: 10.1007/s11846-021-00515-3
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    More about this item

    Keywords

    Legitimacy perception; Decision justifiability; Organizational trustworthiness; Multimedia consumption;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M59 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Other

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