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


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1 Graduate School of Business, National University of Science and Technology, Zimbabwe
     

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The study was conducted to determine the effectiveness of sports marketing strategies used by Zimbabwe’s 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, Yin's (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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  • The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations

Abstract Views: 369  |  PDF Views: 2

Authors

Lysias Tapiwanashe Charumbira
Graduate School of Business, National University of Science and Technology, Zimbabwe

Abstract


The study was conducted to determine the effectiveness of sports marketing strategies used by Zimbabwe’s 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, Yin's (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.

References