The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations
Loading...
Date
2014-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Marketing and Business Communication
Abstract
The study was conducted to determine the effectiveness of sports marketing strategies used by Zimbabwe’s four collegiate sports federations. Its ultimate aim was to increase knowledge on how local sports marketers can use marketing strategy to develop brands which resonate with customers. Fitting with the phenomenological approach, Yin’s (2003) model for comparative case studies using multiple sources was adopted. This explains why a methodological triangulation of semi-structured questionnaires, focus group discussions, and document analysis was used to collect data from the presidents of the federations and 67 purposively sampled users of their brands. Mixed methods research data analysis procedures were used to analyze data and descriptive statistical measures were used for data display. The findings show that Zimbabwean collegiate sports federations are using ineffective and inappropriate sports marketing strategies. This explains why the levels of brand resonance equity in the industry are low.
Description
Keywords
Sports Marketing Mix Strategies, Brand Resonance, Customer-Based Brand Equity, Brand Position, Brand Identity
Citation
Charumbira, L.T., 2014. The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations. International Journal of Marketing & Business Communication, 3(3).