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Introducing branded communities in sport for building strong brand relations in social media

Title data

Popp, Bastian ; Woratschek, Herbert:
Introducing branded communities in sport for building strong brand relations in social media.
In: Sport Management Review. Vol. 19 (2016) Issue 2 . - pp. 183-197.
ISSN 1441-3523
DOI: https://doi.org/10.1016/j.smr.2015.06.001

Official URL: Volltext

Abstract in another language

Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand makes use of the community for marketing purposes by sponsoring or operating the community. We emphasize the suitability of sport as an interest around which branded communities can be built as well as links of branded communities to sport sponsorship. We empirically studied the factors which influence the success of this phenomenon and the effects of operating or sponsoring such a community for a brand by using an online survey (N = 501) among members of a branded online community relating to football. The results demonstrate the relevance of topic interest (i.e., identification and involvement with football) and the quality of the community as determinants of interest in and loyalty towards a branded community. The brand owner benefits from an increase in brand loyalty for those community members who are aware of the brand as the operator of the community, whereby awareness of this sponsorship does not decrease loyalty towards the community. Our research contributes to previous knowledge by proving that branded communities both are an effective means for companies to deploy sponsorship and branding strategies in social media and provide a promising opportunity for sport managers to generate value.

Further data

Item Type: Article in a journal
Refereed: Yes
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Lehrstuhl Betriebswirtschaftslehre VIII - Marketing und Dienstleistungsmanagement
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Lehrstuhl Betriebswirtschaftslehre VIII - Marketing und Dienstleistungsmanagement > Lehrstuhl Betriebswirtschaftslehre VIII - Marketing und Dienstleistungsmanagement - Univ.-Prof. Dr. Herbert Woratschek
Profile Fields > Emerging Fields > Innovation and Consumer Protection
Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Profile Fields
Profile Fields > Emerging Fields
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 30 Jun 2015 06:47
Last Modified: 05 Apr 2016 08:15
URI: https://eref.uni-bayreuth.de/id/eprint/15562