| Autor: |
Brand, Lars, Stegmann, Pascal, Ströbel, Tim |
| Předmět: |
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| Zdroj: |
European Sport Management Quarterly; Dec2024, Vol. 24 Issue 6, p1174-1194, 21p |
| Abstrakt: |
Research Question: Current research increasingly takes a multi-actor-dominant logic and situates sport brands within ecosystems. However, the multi-actor-dominant logic has not been captured in a holistic concept yet. We aim to advance current thinking of sport brands and therefore conceptualise the integrative sport brand ecosystem (ISBE), emerging around a single sport brand. Research Methods: We adopt a qualitative single case study approach to the German football club brand FC St. Pauli. Semi-structured interviews with multiple actors (N = 26) and secondary data (N = 35) inform our conceptualisation of the ISBE. Following an abductive approach, the ISBE evolved simultaneously through theoretical and empirical work. Results and Findings: The ISBE comprises all actors interested in a sport brand. Actors engage on institutional and emergent brand engagement platforms to co-create the sport brand. As the focal actor within the ISBE, the brand conductor develops and communicates a first brand identity and facilitates brand meaning co-creation processes. Brand identity needs to be constantly adapted and reinforced by the brand conductor. Implications: This article provides a holistic perspective on brand co-creation among multiple actors and the role of the brand conductor. We examine the organisational brand management perspective, the network of actors actively co-creating sport brands, and the underlying structures of brand co-creation within the context of sport brands and the multi-actor-dominant logic. This opens new directions for research on sport brands, but also encourages sport practitioners to rethink their brand management. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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