Sport mega-brands : case studies in international marketing / James Santomier

Santomier, James Jr. (2002) Sport mega-brands : case studies in international marketing / James Santomier. Journal of International Business and Entrepreneurship, 9 (1). pp. 127-151. ISSN 0128-7494

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Abstract

The complexity of the sport industry, growing interest in sport entertainment, increasing competition, influence of technology, and growing convergence of consumer needs are prompting multinational sport enterprises to leverage brand equity and extend their global reach. This paper examines: 1) sport marketing trends associated with international marketing; 2) vertical integration across the sport industry; and 3) global marketing and branding strategies of selected sport "mega-brands." Findings indicated a high degree of vertical integration across the sport industry and that media transnational corporations (TNCs) are distribution channels for a wide variety of sport entertainment. It was determined that media TNCs acilitate the global marketing and branding strategies of their sport properties as well as other sport enterprises by leveraging synergies in advertising, marketing, program development, Internet resources, sponsorship, and cross-promotion

Item Type: Article
Uncontrolled Keywords: Sports brand, Sport industry, International marketing, Branding strategy
Subjects: H Social Sciences > HD Industries. Land use. Labor > Manufacturing industries > Clothing trade > Sport clothes industry
H Social Sciences > HD Industries. Land use. Labor > Sporting goods industry. Recreational equipment
H Social Sciences > HF Commerce > International economic relations > Export marketing. International marketing
H Social Sciences > HF Commerce > Branding (Marketing)
Divisions: Malaysian Entrepreneurship Development Centre (MEDEC)
Depositing User: Staf Pendigitan 1
Date Deposited: 10 Mar 2015 06:33
Last Modified: 29 Nov 2016 09:34
URI: http://ir.uitm.edu.my/id/eprint/11431

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