أعرض في EDS

A digital ethnography of fan reaction to sponsorship termination

التفاصيل البيبلوغرافية
العنوان: A digital ethnography of fan reaction to sponsorship termination
المؤلفون: Elizabeth B. Delia
المصدر: European Sport Management Quarterly. 17:392-412
بيانات النشر: Informa UK Limited, 2017.
سنة النشر: 2017
مصطلحات موضوعية: Consumer response, business.industry, Strategy and Management, 05 social sciences, Digital ethnography, Advertising, Public relations, Research purpose, Tourism, Leisure and Hospitality Management, Political science, 0502 economics and business, Message board, 050211 marketing, business, 050212 sport, leisure & tourism, Consumer behaviour
الوصف: Research question: Scholars have paid little attention to consumer response to the termination of a sponsorship. The purpose of this study was to examine the reaction of fans of a professional cycling team to a sponsorship terminating, which ultimately led to the team disbanding.Research methods: The research purpose was pursued through digital ethnography (via message boards and weblog), examining the case of Basque professional cycling fans. Comments were analysed to understand fans’ reaction to the 2013 cessation of Euskaltel-Euskadi, a Basque professional cycling team, after its sponsor, Euskaltel, exited the partnership.Results and findings: Fan reaction to Euskaltel ending its sponsorship was somewhat paradoxical, in that the terminated sponsorship ultimately led to the team disbanding, yet fans appeared to be appreciative of Euskaltel. They continued to celebrate the team’s corporate sponsor colour as they mourned the end of Euskaltel-Euskadi and questioned the future of Basque cycling. Thi...
تدمد: 1746-031X
1618-4742
URL الوصول: https://explore.openaire.eu/search/publication?articleId=doi_________::30d029fe01a0a3792259c7b2c65a1fd2
https://doi.org/10.1080/16184742.2016.1276208
رقم الأكسشن: edsair.doi...........30d029fe01a0a3792259c7b2c65a1fd2
قاعدة البيانات: OpenAIRE
الوصف
تدمد:1746031X
16184742