Article1999

Image management in sport organisations: the creation of value

115 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

Aimed at the managers of sports organisations and sponsorship relationships who are seeking a useful information system to assist in their marketing decisions. Sets out to analyse how image can create value for sports organisations. It can contribute to the enhancement of their ``brand equity'', and bring about changes in consumer behaviour. The first section of this paper seeks to promote the understanding of image as a concept useful for such managers. The second section illustrates, through case studies, how image can serve as the basis for decisions and action within the domain of sports management. We suggest some specific principles, tools and methods which can be applied to this overall process.

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References

1957A Theory of Cognitive Dissonance 2017A Theory of Cognitive Dissonance 2004The Social Identity Theory of Intergroup Behavior 1958The psychology of interpersonal relations.1958The Psychology of Interpersonal Relations.1957The Measurement of Meaning 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 1972Principles of Marketing

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