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

International Journal of Marketing and Business Communication

Volume 3 Issue 3/4

Published: 2014
Author(s) Name: Lysias Tapiwanashe Charumbira | Author(s) Affiliation: PhD Candidate, Graduate School of Business, National University of Science and Technology, Zimbabwe.
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Abstract

The study was conducted to determine the effectiveness of sports marketing strategies used by Zimbabwes 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, Yins (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.

Keywords: Sports Marketing Mix Strategies, Brand Resonance, Customer-Based Brand Equity, Brand Position, Brand Identity

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