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 | sportsøkonom kenneth cortsen
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 […]
NFL, Denver Broncos and Peyton Manning – economic impact & commercial interdependence
By Kenneth Cortsen on October 22, 2013 in Sport & CSR, Sport & Events, Sport Economy, Sport Management, Sport Marketing
Denver Broncos from the NFL experienced its ‘first loss’ of this year’s NFL-season when the team played Indianapolis Colts this weekend (7th game of the season). Broncos won the first 6 games of the season and quarterback Peyton Manning has played a leading role in this great accomplishment with new ‘passing records’. The ironic echo […]
Gæsteindlæg: David Beckham – en langvarig og stærk brandingeffekt
Skrevet af danske sportsmanagement-studerende: Kevin Pedersen, Jonas Johansen, Kristian Rasmussen & Nicklas Larsen – (red. Kenneth Cortsen). Brands skal opbygges! Brandet ’Beckham’ har været gennem en lang proces, men lever stadig i bedste velgående til trods for, at David Beckham allerede har stoppet sin aktive karierre, men netop det faktum siger noget om den enorme […]
FC Barcelona, Real Madrid – business models and transfer deals
By Kenneth Cortsen on September 13, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
“In the age of Beckham and Rooney, Ronaldo and Zidane, the attempt to commercially control both images and information around football has never been so great. For those players at the pinnacle of the sport the rewards of playing the professional game and the commercial trappings that accompany it are viewed as recognition that their […]