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Brand, Lars ; Ströbel, Tim:
"A Victimless Crime"? Implications of eSports Extensions of Sport Club Brands for Brand Management From a Multi-Actor-Dominant Logic.
In: Journal of Global Sport Management.
(17 Dezember 2024)
.
- S. 1-25.
ISSN 2470-4075
DOI: https://doi.org/10.1080/24704067.2024.2438718
Abstract
Adhering to the multi-actor-dominant logic of sport brands, this study examines the influence of eSports extensions on the dynamic branding processes within the ecosystems of sport club brands (SCB). The findings build on a qualitative multi-case study (N = 11 SCB in the German Bundesliga implementing different types of eSports extensions), using 20 semi-structured interviews and netnographic analysis of more than 70.000 social media comments. SCB preserve but also translate brand identity in the context of eSports. The fine line between both strategies is reflected in internal negotiation processes. eSports extensions receive little attention from extant actors. However, ‘relevant’ eSports extensions initiate discursive processes among extant and novel actors and the development of diverging brand meanings. This research contributes to literature on eSports and brand extensions by enhancing the understanding of the effects of eSports extensions on SCB. In addition, this study offers implications for sport managers, developing and implementing eSports extensions.
Weitere Angaben
| Publikationsform: | Artikel in einer Zeitschrift |
|---|---|
| Begutachteter Beitrag: | Ja |
| Keywords: | Sport club brands; eSports extensions; brand management; brand co-creatione; Sports |
| Institutionen der Universität: | Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre > Lehrstuhl Betriebswirtschaftslehre XV - Marketing und Sportmanagement > Lehrstuhl Betriebswirtschaftslehre XV - Marketing und Sportmanagement - Univ.-Prof. Dr. Tim Ströbel |
| Titel an der UBT entstanden: | Ja |
| Themengebiete aus DDC: | 300 Sozialwissenschaften > 330 Wirtschaft |
| Eingestellt am: | 19 Dec 2024 06:31 |
| Letzte Änderung: | 19 Dec 2024 06:31 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/91453 |