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Branding a Professional Sport Team that Reenters the Same Marketplace: Stakeholders' Perspectives
- Source :
- Sport Marketing Quarterly. March, 2021, Vol. 30 Issue 1, p3, 13 p.
- Publication Year :
- 2021
-
Abstract
- This study explored stakeholders' perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study's purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners' credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided. Keywords: familiar market, unfamiliar brand, cocreation, new brand, reentry<br />Historically, it is common to see a North American sport franchise reentering the same marketplace within the same league after previous failures or relocation efforts. North American cities of various [...]
Details
- Language :
- English
- ISSN :
- 10616934
- Volume :
- 30
- Issue :
- 1
- Database :
- Gale General OneFile
- Journal :
- Sport Marketing Quarterly
- Publication Type :
- Academic Journal
- Accession number :
- edsgcl.667054535
- Full Text :
- https://doi.org/10.32731/SMQ.301.032021.01