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.

Uncovering Antecedents and Paths to an Effective Unconventional Marketing Strategy in Sport Industry / Mazzù, Marco Francesco; Bovi, Claudia. - Proceedings of the International Conference Marketing Trends, (2024), pp. 1-9. (International Marketing Trends Conference, Venice, 18-20 Gennaio 2024).

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

Marco Francesco Mazzu
;
2024

Abstract

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.
2024
978-2-490372-18-8
Unconventional Marketing
Fuzzy set Qualitative Comparative Analysis (fsQCA)
Brand Authenticity
Purchase Intention
sports management
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/238358
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