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Overcoming Gender Bias Through Marketing : How to enhance the public perception of female ice hockey through marketing to generate more popularity?

Purpose – The purpose of this paper is to explore the effect gender bias has in sports and howmarketing can be used to challenge gender bias. Design/methodology/approach – This paper will use data collected from 188 surveys from registered fans of the Linköping Hockey Club. Findings – This paper targets why female ice hockey is not as popular as male ice hockey. Theories such as marketing mix are used to identify the differences and similarities between thetwo teams as if they were products. Practical implications – Sports leagues and clubs with male and female teams could use the results to limit gender bias against women in sports. Originality/value – This will help limit gender bias through a marketing perspective, by specifically addressing gender bias in sports marketing.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-138147
Date January 2017
CreatorsBottecchia, Raphaël, Slavin, Jonathan
PublisherLinköpings universitet, Företagsekonomi, Linköpings universitet, Filosofiska fakulteten, Linköpings universitet, Företagsekonomi, Linköpings universitet, Filosofiska fakulteten
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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