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Full-Text Articles in Business
“Together We Go Far”: Exploring The Motivational Dispositions Within Connected Fitness, Melissa Davies, Thomas Aicher, Brianna Newland, Eric Hungenberg
“Together We Go Far”: Exploring The Motivational Dispositions Within Connected Fitness, Melissa Davies, Thomas Aicher, Brianna Newland, Eric Hungenberg
Journal of Applied Sport Management
This study examined the motivational profiles of connected fitness users to better position brands as they compete with the reopening of physical gyms and in-person classes. Using survey responses from 663 Peloton users, a K-cluster analysis was performed to identify three clusters of Peloton users (Wellness, Physique, and Social Performance), based on their motives for using the brand’s app. Findings suggest that connected fitness brands should leverage their ability to create social engagement and challenging opportunities to better their own past performance to differentiate themselves and retain users in a very cluttered and competitive marketplace.
Exploring The Managerial Perspective On Developing A New Sport Team Brand, Melissa Davies, Matt Blaszka, Cole Armstrong
Exploring The Managerial Perspective On Developing A New Sport Team Brand, Melissa Davies, Matt Blaszka, Cole Armstrong
Journal of Applied Sport Management
In recent years, research examining new sport teams has emerged. A total of ten senior sales and market executives were interviewed from recent expansion teams from Major League Soccer (MLS) to analyze team brand development for this study due to its continued expansion efforts across North America and the fact that the MLS continues to compete for market share against other “Big Four” sport teams in their respective cities. Utilizing content analysis, findings from this study identified four themes when developing a new team brand. These themes were Market Research, Soccer Culture, Brand Associations, and Supporter-Led Initiatives. Practical implications are …
Monetizing Athlete Brand Image: An Investigation Of Athlete Managers’ Perspectives, Olzhas Taniyev, K.C. Mayer, Brian Gordon
Monetizing Athlete Brand Image: An Investigation Of Athlete Managers’ Perspectives, Olzhas Taniyev, K.C. Mayer, Brian Gordon
Journal of Applied Sport Management
In a highly competitive sport marketplace, personal branding is a top priority for athletes. Thusly, marketers should leverage athletes’ talents and influence in creative ways to maximize their earning potential. This research explored the attributes of a marketable athlete, as well as promotional strategies to help secure athlete sponsorships. Semi-structured interviews were conducted with purposefully selected talent marketing practitioners with sport marketing agencies. The findings revealed relatable story, as well as perceived persona, as prevalent themes for a marketable athlete. Additionally, the themes of athlete-brand alignment and social media marketing were important to securing client promotion and sponsorships. These findings …
Why Teams Rebrand: Uncovering The Motives And Process Of Team Rebranding Initiatives, Patrick Walsh, Galen Clavio, Stephen D, Ross, Matthew Blaszka
Why Teams Rebrand: Uncovering The Motives And Process Of Team Rebranding Initiatives, Patrick Walsh, Galen Clavio, Stephen D, Ross, Matthew Blaszka
Journal of Applied Sport Management
While rebranding is very common in professional sport, little research has been devoted to this topic. In particular, no studies have examined the reasons why teams decide to make changes to their names, logos, and/or colors, and the process they go through while doing so. Through content analysis of public statements from teams and interviews with team executives, this study found five common reasons for rebranding, as well as recommendations from team executives for how to handle this process. Based on the results, practical implications are provided for teams who may be deciding to engage in some aspect of rebranding. …