The purpose of this study was to assess satisfaction with the season ticket selling process administered by a minor league baseball franchise. Minor league sport organizations rely heavily on season ticket sales and retention, therefore, knowing the perceptions of consumers gives organizations an opportunity to fulfill consumer needs. Respondents (N=615) to a consumer satisfaction survey included season (N=365) and non-season (N=250) ticket holders of a southern Triple-A baseball team. Results indicate ineffective television and radio advertisements, favorable experience with the purchasing process, fair and appropriate price, consumer ticket use related to perceived team connection, and repurchase intention was not based on club’s win-loss. Future investigations should distinguish if perceptions change longitudinally when managers attempt to address consumer needs.

Today, sport managers view their teams, leagues and properties as brands to be managed. Researchers revealed that positive brand image generates additional revenue, increased merchandise sales, national media exposure, corporate supports, and increased ticket sales (Gladden et al., 1998). Consequently, understanding consumers perspective and how to enhance stronger brand equity are important for Turkish soccer clubs. From this point / the purpose of this study was to examine consumers&rsquo / perception on brand associations and affects of some factors on brand equity of soccer teams. In order to measure the consumer-based brand associations of Turkish soccer teams, the Turkish version of Team Association Scale was distributed to 156 undergraduate university students at Middle East Technical University and Gazi University.Results of this study indicated that tradition, product, affect and coach and nostalgia were perceived as the most important factors associated to the brand image of soccer teams. The findings of this study also revealed that, while males, heavy users and merchandise buyers associate tradition, product features, affect and coach and nostalgia with their team&rsquo / s brand, females, light users and fans who have not bought merchandise give more importance to star players in regards their contribution to brand image of soccer teams. Therefore, Turkish soccer teams should use marketing strategies to emphasize brand associations to create and enhance stronger brand equity and to gain additional revenues.

Purpose: The purpose of this paper is to study how important brand belonging can be for sport clubs. Method: The method for the empirical research is based on qualitative interviews. The data then gets compared and connected with relevant brand and marketing theories. Findings: The paper finds out the perks and disadvantages the researched clubs gain from the strong brand names they hold, and further discussion for development based on theory is being made. / Syfte: Syftet med uppsatsen är att studera hur betydelsefull tillhörigheten till ett starkt klubbvarumärke kan vara för idrottsföreningar. Metod – Metoden för den empiriska undersökningen består av kvalitativa intervjuer. Datan blir sedan jämförd och sammankopplad med relevanta teorier inom varumärkesutveckling och marknadsföring. Bidrag – Uppsatsen utreder fördelar och nackdelar de studerade idrottsföreningarna upplever med de starka varumärkesnamn de besitter. Vidare diskussion förs också kring utveckling av varumärkesanvändandet utifrån utvalda teorier.

Interest in sport, especially in soccer has been increasing in Turkey. Consequently, sport clubs should ascertain the reasons why people attend sporting events and what motivates them to attend in order not to lose their interest. From this point / the purpose of this study was to examine the motivational factors affecting spectator attendance of soccer games in Turkey. In order to measure the sport fan motivations of the spectators, the Turkish version of Motivational Scale for Sport Consumption (MSSC) was distributed to 602 spectators in three different Super League Soccer games with the systematic sampling procedure. Results of this study indicated that the physical skills of the athletes, aesthetics related with the game of soccer and the achievement motives are the most effective motives in explaining spectators&rsquo / decisions to attend soccer games in Turkey. On the other hand, escape, drama, and social interaction motives were found to be the least important motives of the Turkish soccer spectators. The findings of this study also revealed that the more frequent ticket consumers&rsquo / achievement and acquisition of knowledge motivations were higher than the other consumer types in spectator segmentation. Multiple regression analysis revealed that 27 % of the variance in future ticket consumption intentions can be accounted for by the linear combination of 6 of the 12 variables including past ticket consumption frequency, fan identification with the team, and the motives of achievement, acquisition of knowledge, aesthetics, and social interaction. These findings indicated that Turkish spectators are mainly motivated by the core product of the sport, the game itself. However, previous studies indicated that overarching motives (escape, social interaction) should be one of the aspects of the game attendance. Thus, findings of this study showed that Turkish spectators do not perceive the attending a sport game as a social and stress releasing activity. In conclusion, motivations are the needs of the sport consumers, therefore, Turkish sport clubs should try to fulfill the needs of their customers, in this case, acquiring skilled soccer players, playing good team soccer, and playing combatively to win games should be the prerequisites of the sport clubs to not to lose their spectators&rsquo / interest in following their team from the stadium.

The professional sport market and its established teams offer consumers a service and experience that is typically high in social identification, emotional involvement (Underwood, Bond & Baer, 2001) and a sense of community or social belonging (Heere & James, in press). The strong social attachment to a sports organisation and its brand is proposed here to closely resemble the concept of a brand community (Muñiz Jr & O'Guinn, 2001). For newly-established teams without a considerable history, along with having to compete with their established competitors, there is generally a lack of consumer identification or emotional investment in the team.This study aimed to investigate newly-established teams within the New Zealand sports market with two specific research questions: 1) What issues affect the development of a new sports team brand, and 2) Do managers of new sports teams use antecedents of brand community or social identification in their branding strategies, and if so, how?A qualitative, case study approach was used; featuring both interviews with managers of three newly-established New Zealand sports teams and direct observations of their stadiums. Findings suggested that the managers believed that existing image and awareness, audience nature, win-loss record, quality of the team or competition, and a lack of history were the main issues affecting the development of their brands. Respondents largely considered the antecedents of a brand community as important, with the exception of history. Promotion of these antecedents was largely absent from each of the team's branding strategies. Along with providing a detailed review of brand community literature, this thesis provides recommendations for managers of new teams on how to develop and position branding strategy toward the long-term goal of creating a community around their team brand.

Apesar da existência de modelos externos, percebe-se a sua pouca utilização em estratégias ou ações mercadológicas nos clubes brasileiros, que preferem focar suas ações nas propostas de curto prazo (patrocínio), em detrimento das propostas estruturadas em aspectos culturais, sociais, econômicos e políticos do país (região) e do próprio clube.O problema de pesquisa derivou da percepção do pesquisador, da ausência de ações de marketing esportivo que contemplassem as características próprias do cenário futebolístico nacional, havendo, no entanto, a existência de ações primárias que almejavam resultados em curto prazo, em detrimento de propostas de médio e longo prazo. Verificaram-se modelos de gestão que atendiam às necessidades (temporárias) administrativas dos clubes envolvidos em processos de transformação para clube-empresa No entanto os modelos vigentes atendiam parcialmente e temporariamente às necessidades dos clubes envolvidos. Em função das transformações pelas quais passam os clubes e o futebol brasileiro, buscou-se pela identificação e caracterização das variáveis da estratégia de marketing esportivo elaborado e implementado pelos clubes em estudo, além da identificação e análise das variáveis que caracterizam o marketing esportivo dos clubes estudados e da proposição de um modelo estratégico de gestão de marketing esportivo a partir dos conhecimentos obtidos pela pesquisa. Esta proposta partiu do pressuposto que, ao se identificarem e analisarem as variáveis que contribuem para ?falta de previsão nos empreendimentos de marketing? e que dificultam o processo de gestão mercadológica, poderia ser proposto um modelo teórico que atendesse às características essenciais da estratégia de marketing esportivo para os clubes-empresa brasileiros. Procurouse então verificar os aspectos que definem o estado de miopia do marketing esportivo nas estratégias de marketing esportivo dos clubes de futebol no Brasil. Quanto à metodologia optou-se pela abordagem exploratória. A opção pelo estudo de caso (Clube Atlético Paranaense e Grêmio Futebol Porto Alegrense) deu-se face à sua característica de gerar hipóteses e descobrimentos. Utilizou-se como instrumento de coleta de dados a entrevista em profundidade, análise de documentos disponibilizados pelos clubes e um diário de pesquisa para relato das observações do pesquisador sobre os dados relevantes, sendo seus relatórios comparados posteriormente. O estudo permitiu a seguinte conclusão: os clubes estudados se utilizam de modelos que não atendem às características nacionais e regionais; as estratégias de marketing analisadas, apresentam ?barreiras ou dificultadores? que comprometem sua gestão profissional; suas estratégias baseiam-se em dados incertos e propostas de ações paliativas e de curto prazo. No que se refere a proposta do modelo de gestão para o plano de marketing esportivo, este procurou atender às (?GAP?) diferenças percebidas entre o que era proposto pelos gestores e o que efetivamente ocorria após a implementação do plano de marketing. Considerando que esses clubes, objeto do estudo de caso, foram ou são referências no que se refere às estratégias de marketing, concluiu-se que o resultado pode se estender para as demais agremiações, caracterizando o estado de ?miopia das estratégias de marketing esportivo dos clubes de futebol no Brasil? que, por conseqüência, dificulta o processo de gestão profissional dos clubes nacionais. / Although the existence of external models, it is perceived its little marketing use in strategies or actions in the Brazilian clubs, that prefer to focus its action in the proposals of short term (sponsorship), in detriment of the proposals structuralized in cultural aspects, social, economic and politicians of the country (region) and the proper club. The research problem derived from the perception of the researcher, of the absence of actions of sporting marketing that contemplated the proper characteristics of the national football scene, having, however, the existence of primary actions that longed for resulted in short term, in detriment of proposals of medium and long run. Management models had been verified that took care of to the necessities (temporary) administrative of the involved clubs in processes of transformation for club-company. However the effective models in force, took care of partially and temporarily to the necessities of the involved clubs. In function of the transformations for which pass the clubs and the Brazilian soccer, it was searched for the identification and characterization of the sporting marketing strategy variable elaborated and implemented by the clubs in study, beyond the identification and analysis of the variable that characterize the sporting marketing of the studied clubs, beyond the proposal of a strategical model of management of sporting marketing from the knowledge gotten for the research. This proposal left of the estimated one that if identifying and analyzing the variable that contribute for ?lack of forecast in the marketing enterprises? and that make it difficult the process of marketing management, could be considered a theoretical model that took care of to the essential characteristics of the strategy of sporting marketing for the Brazilian club-company. It was looked then to verify the aspects that define the state of myopia of the sporting marketing in the strategies of sporting marketing of the clubs of soccer in Brazil. As for the methodology, it was opted to the exploratory boarding. The option for the case study (Athletical Club Paranaense and Grêmio Soccer Porto Alegrense) gave face to its characteristic to generate hypotheses and discoveries. It was used as instrument of collection given to the interview in depth, document analysis disposable by the clubs and a daily one of research for story of the comments of the researcher on the excellent data, being its reports comparative later. The study allowed the following conclusion: the studied clubs use models that do not take care of to the national and regional characteristics; the analyzed strategies of marketing, present ?barriers or dificultors? that compromise its professional management; its strategies are based on uncertain data and proposals of palliative actions and short term. With respect to proposal of the model of management for the plan of sporting marketing, this looked for to take care of to this ?GAP?, perceived between what was considered for the managers and what effectively occurred after the implementation of the marketing plan. Considering that these clubs had been or are references as for the marketing strategies, was concluded that the result can be extended for the clubs in general, characterizing the state of ?myopia of the strategies of sporting marketing of the clubs of soccer in Brazil? characterizing that, for consequence, makes it difficult the process of professional management of the national clubs.

A marca é um importante ativo intangível para as empresas, que pode contribuir para aumentar o valor e o sucesso no mercado. O bom gerenciamento da marca exige um sistema para entender e medir como o valor da marca é criado. Tratado, na maioria das vezes, como brand equity, existem diversas perspectivas nas quais ele é abordado. Alguns modelos abordam perspectivas exclusivamente financeiras. Outros, exclusivamente relacionadas ao consumidor. Outros ainda, convergem ambas perspectivas. O presente estudo defende a convergência perspectivas e buscou modelos integrados para analisar junto ao campo escolhido: o mercado do futebol. Que foi selecionado devido à representatividade no Brasil, às discussões para profissionalização e o envolvimento de um consumidor particular, o torcedor, movido pela paixão pelo clube. Como objetivo principal, busca-se entender a integração dos modelos de brand equity, sob a perspectiva financeira e do consumidor, no mercado do futebol. Foi desenvolvido um estudo exploratório, com entrevistas em profundidade, análise documental e registros em arquivos. As entrevistas realizaram-se com importantes stakeholders do mercado do futebol. Os dados obtidos foram triangulados, buscando encontrar padrões para a análise dos resultados, que será feita por meio da análise de conteúdo. Foi possível: analisar os modelos teóricos de brand equity e verificar aplicação das variáveis no mercado do futebol; analisar modelos práticos utilizados no mercado do futebol; verificar a integração financeira e do consumidor do brand equity no mercado do futebol; e avaliar a importância e as implicações gerencias e de marketing do brand equity no mercado do futebol. A contribuição teórica para o marketing está, principalmente, na ampliação do escopo dos modelos teóricos de brand equity integrado, tratando um consumidor particular, movido pela paixão. Além da proposição de um guideline, para o brand equity dos clubes de futebol brasileiros. / Brand is an important intangible asset for companies, which can help to increase the market value success. Brand management requires a system to understand and measure how to create brand equity. There are a number of perspectives in which brand equity is broached. Some of them address financial perspectives. Others, the consumer approach. Still others converge both perspectives. This article advocates for convergence and sought for integrated models to analyze within soccer market. Soccer was selected because its representativeness in Brazil, its professionalization discussions and supporters involvement, a particular consumer driven by his passion for the team. The main objective is to understand brand equity models integration, under financial and consumer perspectives, in soccer market. A exploratory study was developed, based on interviews, documentation and archival records. Interviews were held with key soccer market stakeholders. Data were triangulated to search for patterns to results analyzes. Results were obtained by content analysis. It was possible to analyze theoretical brand equity models and to verify its variables application in the soccer market. I addition, practical soccer market brand equity models were analyzed. Soccer market brand equity models were examined in terms of financial and consumer perspectives integration. Soccer market brand equity importance, managerial and marketing implications were evaluated. In terms of marketing contribution, it was possible to expand theoretical integrated brand equity models scope, based on a particular consumer. In addition, it was possible to propose a guideline for Brazilian soccer clubs brand equity.

The use of nostalgia has become a feature in baseball ballparks in recent years, with research showcasing the prevalence of nostalgic stimuli including bricks, steel beams, and old-fashioned scoreboards popular in the past. The impact of such stimuli on spectators’ emotions and behavior had yet to be explored, though. Therefore, the purpose of the current study was to investigate the impact of nostalgia on minor league baseball spectator emotional and behavioral responses. Data collection occurred at three minor league baseball games during June 2017. Utilizing the SOR framework (Mehrabian & Russell, 1974) as the theoretical foundation, a 39-item instrument was constructed by adapting items from previously-constructed surveys in the contexts of sport and general consumer behavior. Using systematic random sampling, a total of 232 completed and usable surveys were collected. To investigate the impact of nostalgia on spectators’ emotional responses, structural equation modeling was utilized. The study sought to specifically examine whether nostalgia evoked through spectators’ senses (sight, smell, sound, taste, and touch) and social interaction impacted their pleasure. Results showed that only social interaction was a significant positive predictor of pleasure, with sight a significant negative predictor of pleasure. A significant, positive relationship between pleasure and spectator’s behavioral intentions was also found. Finally, the study explored whether spectators’ arousal moderated the relationship between pleasure and arousal. The results displayed that arousal did not significantly moderate this relationship, with pleasure and arousal maintaining a strong correlation. Results and implications of the study are discussed, with suggestions for future research provided.

This work deals with marketing communication of famous football club AC Sparta Praha, playing the first football league in the Czech Republic. You can find 4 ways of communication: to fans, to media, to business partners and employees (players, management, ...). The biggest part of this work is dedicated to communication to fans. There are some results and proposals for more effective communication strategy at the end.

This master's thesis analyzes the sports and ski resort Špičák. It examines not only the economic factors of the resort, but also describes its history, marketing activities and evaluates the SWOT and financial analysis. At the end there is a comparison with selected competitive resorts using a variety of tools such as Ski Cost Index or special categorization of ski resorts. The aim was primarily to evaluate the complex as a stand-alone unit and to make a comparison with its closest competitors.