The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations

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dc.contributor.authorCharumbira, Lysias Tapiwanashe
dc.date.accessioned2017-01-09T07:31:50Z
dc.date.accessioned2023-06-26T12:10:23Z
dc.date.available2017-01-09T07:31:50Z
dc.date.available2023-06-26T12:10:23Z
dc.date.issued2014-07
dc.description.abstractThe 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.en_US
dc.identifier.citationCharumbira, L.T., 2014. The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations. International Journal of Marketing & Business Communication, 3(3).en_US
dc.identifier.urihttp://196.220.97.103:4000/handle/123456789/792
dc.language.isoenen_US
dc.publisherInternational Journal of Marketing and Business Communicationen_US
dc.subjectSports Marketing Mix Strategiesen_US
dc.subjectBrand Resonanceen_US
dc.subjectCustomer-Based Brand Equityen_US
dc.subjectBrand Positionen_US
dc.subjectBrand Identityen_US
dc.titleThe Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federationsen_US
dc.typeArticleen_US
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