Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/emerald-publishing/relationship-marketing-and-interactive-fan-festivals-the-women-s-j8Kj3fYKke
References (8)
-
10.1362/026725799784870496
-
10.2307/1252054
-
Kevin Keller (1993)
Conceptualizing, Measuring, and Managing Customer-Based Brand EquityJournal of Marketing, 57
-
L. Berry (2000)
Cultivating service brand equityJournal of the Academy of Marketing Science, 28
-
L. Berry (1995)
Relationship marketing of services—growing interest, emerging perspectivesJournal of the Academy of Marketing Science, 23
-
10.1108/00251749410054774
-
David Shani, S. Chalasani (1992)
Exploiting Niches Using Relationship MarketingJournal of Consumer Marketing, 9
-
10.1002/dir.4000030404
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1464-6668
- DOI
- 10.1108/IJSMS-04-04-2003-B003
- Publisher site
- See Article on Publisher Site
Abstract
This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future.
Journal
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Jan 1, 2003