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

Titelangaben

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

Volltext

Link zum Volltext (externe URL): Volltext

Abstract

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.

Weitere Angaben

Publikationsform: Artikel in einer Zeitschrift
Begutachteter Beitrag: Ja
Institutionen der Universität: Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre > Lehrstuhl Betriebswirtschaftslehre VIII - Dienstleistungsmanagement
Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre > Lehrstuhl Betriebswirtschaftslehre VIII - Dienstleistungsmanagement > Lehrstuhl Betriebswirtschaftslehre VIII - Dienstleistungsmanagement - Univ.-Prof. Dr. Herbert Woratschek
Profilfelder > Emerging Fields > Innovation und Verbraucherschutz
Fakultäten
Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät
Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre
Profilfelder
Profilfelder > Emerging Fields
Titel an der UBT entstanden: Ja
Themengebiete aus DDC: 300 Sozialwissenschaften > 330 Wirtschaft
Eingestellt am: 30 Jun 2015 06:47
Letzte Änderung: 05 Apr 2016 08:15
URI: https://eref.uni-bayreuth.de/id/eprint/15562