at Google ScholarTitle data
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 December 2024)
.
- pp. 1-25.
ISSN 2470-4075
DOI: https://doi.org/10.1080/24704067.2024.2438718
Abstract in another language
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.
Further data
| Item Type: | Article in a journal |
|---|---|
| Refereed: | Yes |
| Keywords: | Sport club brands; eSports extensions; brand management; brand co-creatione; Sports |
| Institutions of the University: | Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XV - Marketing and Sportmanagement > Chair Business Administration XV - Marketing and Sportmanagement - Univ.-Prof. Dr. Tim Ströbel |
| Result of work at the UBT: | Yes |
| DDC Subjects: | 300 Social sciences > 330 Economics |
| Date Deposited: | 19 Dec 2024 06:31 |
| Last Modified: | 19 Dec 2024 06:31 |
| URI: | https://eref.uni-bayreuth.de/id/eprint/91453 |