Uncovering Antecedents and Paths to an Effective Unconventional Marketing Strategy in Sport Industry

In nowadays complex sports industry, companies face the challenge of devising impactful strategies. An emerging area of focus is the effectiveness of unconventional marketing techniques, which remains relatively under-researched despite its potential to enhance the impact of campaigns. Through a fuzzy set Qualitative Comparative Analysis (fsQCA), based on multiple case studies, this paper introduces a framework that underscores the significance of originality, novelty, visibility, relevance, engagement, legacy, and authenticity as necessary conditions for stimulating information processing and fostering a positive brand attitude. This research contributes to the existing knowledge on consumer decision-making processes in the sport industry, shedding light on which drivers improve the effectiveness of unconventional strategies and connecting different executional paths to an increased purchase intention and word of mouth. From a managerial perspective, the developed practical guidelines assist firms to develop more effective marketing strategies.