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This book explores key and topical issues that are emerging in the field of sport marketing, while calling for further attention to the thriving sports industry. The chapters in this book were originally published as a special issue of
Journal of Strategic Marketing.
List of contents
Sport marketing's past, present and future: An introduction to contemporary issues in sports marketing
1. Brand consistency and coherency at the London 2012 Olympic Games
2. Sponsorship programmes and corruption in sport: management responses to a growing threat
3. Social media and sports: driving fan engagement with football clubs on Facebook
4. There goes my hero again: sport scandal frequency and social identity driven response
5. Exploring value co-creation in Fan Fests: the role of fans
6. The influence of sport sponsorship on brand equity and purchase behavior
7. Role of the stadium in the value enhancement process of a rugby union match
About the author
Argyro Elisavet Manoli is Associate Professor of Marketing and Management in Bergamo University. Following a career as a sports marketeer, she began her academic career in the UK. Her research interests focus on two broad areas, marketing communications management and integrity management in the context of sport.
Summary
This book explores key and topical issues that are emerging in the field of sport marketing, while calling for further attention to the thriving sports industry. The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.
