Strategic brand management in and through sport.pdf (540.22 kB)
Download file

Strategic brand management in and through sport

Download (540.22 kB)
journal contribution
posted on 21.04.2022, 14:49 by Argyro Elisavet ManoliArgyro Elisavet Manoli
Within the extended academic literature on strategic marketing, brand management appears to be high on the agenda of scholars in the past seven decades. Despite the continuous enquiry over these years, the way in which a brand can or should be managed in a strategic manner appears to still attract academics’ and practitioners’ interest, with novel and often unexpected ideas and practises emerging. Among these, brand management within sport and through it remains a unique area for further enquiry, and one that is bound to yield interesting insights due to the social, political, geographical, cultural, and historical peculiarities of sport, granting it a natural ‘marketing’ advantage. This article explores the evolution of brand management, its manifestation in and through sport and its potential future directions within and beyond the ever-developing sport ecosystem.

History

School

  • Sport, Exercise and Health Sciences

Published in

Journal of Strategic Marketing

Publisher

Taylor & Francis (Routledge)

Version

VoR (Version of Record)

Rights holder

© The Authors

Publisher statement

This is an Open Access Article. It is published by Taylor & Francis under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (CC BY-NC-ND 4.0). Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

23/03/2022

Publication date

2022-03-30

Copyright date

2022

ISSN

0965-254X

eISSN

1466-4488

Language

en

Depositor

Dr Elisavet Manoli. Deposit date: 24 March 2022

Usage metrics

Read the paper on the publisher website

Categories

Exports