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Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders

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  • Vlad ROSCA

    (The Bucharest University of Economic Studies, Romania)

Abstract

Relationship marketing can be a possibility for sports clubs to improve their brand equity and to deliver added value to their fans. Leading and managing the sports club by a relationship marketing philosophy can help involve the fans into co-creating value. This paper begins by presenting three different types of relationship marketing that sports clubs can use: non-systemic, simply systemic and complex systemic. After making the differences between these three types, the research concentrates on discussing the two systemic marketing types, and provides ideas of how sports clubs can encourage their fans to contribute with value to the brand. Hence, the idea of co-creating value for the brand equity, is further discussed, by presenting models of how clubs could involve fans into the marketing process.

Suggested Citation

  • Vlad ROSCA, 2013. "Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(3), pages 490-499, July.
    • Handle: RePEc:rom:rmcimn:v:14:y:2013:i:3:p:490-499
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    relationship marketing; sports marketing; brand equity; sports branding; systemic relationship marketing; fan club.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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