Research has shown that sports stars and celebrities are very influential in relation to young sports fans regarding these fans’ behavioral intentions in switching products, producing brand loyalty and word-of-mouth. That concludes that sports stars are significant socialization with huge potential of impact on purchase intentions and consumption patterns (Dix et al., 2010; Appelbaum et […]
Tag Archives | fan relationship management
Fan relationship management – ‘breaking through the clutter’
By Kenneth Cortsen on October 24, 2013 in Sport & Events, Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand. (Confucius, BC 450) Video: stimulating football fans before ‘El Classico’, i.e. FC Barcelona vs. Real Madrid. Fan relationship management is a ‘mind game’ in the sense that the strongest sports entities are those capable of positioning themselves […]
Fan relationship management is key in professional sports – looking at the PARTICIPATION touchpoint
Sports entities and fans MUST join forces to create the right passionate atmosphere around ‘sports brand experiences’. This element of fan relationship management is a crucial element and a ‘brand revitalizer’ when it comes to reaching sports fans and to benefit financially from achieving this objective. There are different motivational factors for attending sport events. […]