Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders
Relationship marketing can be a possibility for sports clubs to improve their brand equity and to deliver added value to their fans. Leading and managing the sports club by a relationship marketing philosophy can help involve the fans into co-creating value. This paper begins by presenting three dif...
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| Format: | Article |
| Language: | English |
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Editura ASE
2013-07-01
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| Series: | Revista de Management Comparat International |
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| Online Access: | https://www.rmci.ase.ro/no14vol3/13.pdf |
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| _version_ | 1850135306468065280 |
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| author | Vlad ROŞCA |
| author_facet | Vlad ROŞCA |
| author_sort | Vlad ROŞCA |
| collection | DOAJ |
| description | Relationship marketing can be a possibility for sports clubs to improve their brand equity and to deliver added value to their fans. Leading and managing the sports club by a relationship marketing philosophy can help involve the fans into co-creating value. This paper begins by presenting three different types of relationship marketing that sports clubs can use: non-systemic, simply systemic and complex systemic. After making the differences between these three types, the research concentrates on discussing the two systemic marketing types, and provides ideas of how sports clubs can encourage their fans to contribute with value to the brand. Hence, the idea of cocreating value for the brand equity, is further discussed, by presenting models of how clubs could involve fans into the marketing process. |
| format | Article |
| id | doaj-art-4df4962e38074766a7fe0d5e0cd70eaa |
| institution | OA Journals |
| issn | 1582-3458 2601-0968 |
| language | English |
| publishDate | 2013-07-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Revista de Management Comparat International |
| spelling | doaj-art-4df4962e38074766a7fe0d5e0cd70eaa2025-08-20T02:31:27ZengEditura ASERevista de Management Comparat International1582-34582601-09682013-07-01143490499Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders Vlad ROŞCA0The Bucharest University of Economic Studies, Romania Relationship marketing can be a possibility for sports clubs to improve their brand equity and to deliver added value to their fans. Leading and managing the sports club by a relationship marketing philosophy can help involve the fans into co-creating value. This paper begins by presenting three different types of relationship marketing that sports clubs can use: non-systemic, simply systemic and complex systemic. After making the differences between these three types, the research concentrates on discussing the two systemic marketing types, and provides ideas of how sports clubs can encourage their fans to contribute with value to the brand. Hence, the idea of cocreating value for the brand equity, is further discussed, by presenting models of how clubs could involve fans into the marketing process. https://www.rmci.ase.ro/no14vol3/13.pdfrelationship marketingsports marketingbrand equitysports brandingsystemic relationship marketingfan club |
| spellingShingle | Vlad ROŞCA Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders Revista de Management Comparat International relationship marketing sports marketing brand equity sports branding systemic relationship marketing fan club |
| title | Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders |
| title_full | Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders |
| title_fullStr | Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders |
| title_full_unstemmed | Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders |
| title_short | Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders |
| title_sort | systemic relationship marketing co creating sports brand equity with fans and other stakeholders |
| topic | relationship marketing sports marketing brand equity sports branding systemic relationship marketing fan club |
| url | https://www.rmci.ase.ro/no14vol3/13.pdf |
| work_keys_str_mv | AT vladrosca systemicrelationshipmarketingcocreatingsportsbrandequitywithfansandotherstakeholders |