Papers by Sebastiano Mereu
Advances in marketing, customer relationship management, and e-services book series, Jun 23, 2023
Bookmarks Related papers MentionsView impact
Advances in marketing, customer relationship management, and e-services book series, Jun 30, 2023
Bookmarks Related papers MentionsView impact
Global Applications of the Internet of Things in Digital Marketing, 2023
This chapter examines characteristics of non-fungible tokens (NFTs) and factors of perceived cons... more This chapter examines characteristics of non-fungible tokens (NFTs) and factors of perceived consumer value that influence the intention to purchase NFT sports collectibles. It further offers recommendations through which NFT experiences can be enhanced for collectors. The role of NFT sports collectibles is introduced in the context of the internet of things and internet of value before defining NFT characteristics and consumer value factors relevant to this study. The respective conceptual model is then analyzed and discussed. The main findings explain that NFT characteristics including scarcity, uniqueness, aesthetics, and functional utility have no direct effect on the purchase intention for NFT sports collectibles. However, they have a significant and positive influence on the purchase intention when mediated through consumer values like the enjoyment of collecting NFTs, the creativity stimulated from assembling a digital collection, and the social relationships that can be fostered with other collectors.
Bookmarks Related papers MentionsView impact
IGI Global eBooks, Sep 30, 2022
Bookmarks Related papers MentionsView impact
Women’s boxing has increased in popularity since its inclusion in the London 2012 Summer Olympics... more Women’s boxing has increased in popularity since its inclusion in the London 2012 Summer Olympics and due to the continuous promotional efforts of pioneering athletes like Katie Taylor, Clarissa Shields, and Amanda Serrano. In a previous study, I have empirically analysed and discussed the attributes of women’s boxing that are important to viewers and predict their intention to watch an event; the study further recommended general marketing and communications tactics that can strengthen the sport’s viewing intention. Nevertheless, given the ubiquitous presence and influence of social media, a dedicated analysis of its influence on the intention to watch a certain boxer fight becomes legitimate. Thus, this study examines how the brand experience around the popular Australian boxer Ebanie ‘Blonde Bomber’ Bridges can affect social media users to watch her fights. The analysis shows that sensory and affective social media contents directly influence viewing intention and are also mediated by perceived personality. However, behavioural content is mediated via Bridges’ overall brand equity and has only indirect effect on viewing intention; moreover, intellectual content has no effect on viewing intention. Lastly, Bridges’ perceived personality has direct influence on her followers’ intentions to watch her bouts and on her overall brand equity.
Bookmarks Related papers MentionsView impact
sportsbusinessresearch.academy, 2022
The following study investigated the impact of nostalgia on the intention to purchase the Minneso... more The following study investigated the impact of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic retro jersey, with consideration to self-continuity, pride, team identification, team attachment, and team loyalty. Quantitative data were gathered from 155 NHL spectators, mainly from the USA, and assessed through a confirmatory factory analysis. The study found that nostalgia is mediated through feelings of pride evoked by the Wild’s Winter Classic jersey to positively influence the intention to purchase the jersey. It was further found that a second path leads from nostalgia to pride, that positively impacts team identification, which then incites affective emotions to strengthen team attachment, and finally exerts a positive influence on the intention to buy the jersey. Furthermore, no significant direct effect was found from nostalgia to purchase intention, nor from self-congruity and team loyalty to purchase intension. Based upon the findings of this research, the article offers recommendations for retro marketing of the Minnesota Wild 2022 NHL Winter Classic jersey through marketing communications.
Bookmarks Related papers MentionsView impact
The following study examines the influence of brand cohesiveness and team identification on the f... more The following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an American sportswear and apparel brand. This article further investigates the effect of co-branding fit on attitude towards the Jordan Brand and the intentions to purchase Jordan-branded products. Quantitative data were collected from 232 social media users worldwide, who either follow PSG, the Jordan Brand, or engaged with the hashtag #PSGxJordan. The hypothesised relationships were tested through a confirmatory factor analysis. The research found that, in regard to the surveyed sample, brand cohesiveness of the Jordan Brand has a stronger positive influence on the fit of co-branding compared to team identification with PSG. Furthermore, the study found that their co-branding fit has a moderately strong and positive effect on consumers’ attitude toward the Jordan Brand, and, ultimately, that attitude has a very strong positive effect on the intentions to purchase Jordan- branded merchandise. The article offers recommendations on co-branding strategies based upon managing core or extended product complementarity and entering existing or new target markets with a co-branded partnership. The ‘reaching beyond’ strategy is considered the most appropriate for the given partnership.
Bookmarks Related papers MentionsView impact
Sports Business Research, 2021
The following empirical study seeks to understand the level and sort of influence that football s... more The following empirical study seeks to understand the level and sort of influence that football star and celebrity athlete Zlatan Ibrahimović has on his social media fans and followers. A dedicated questionnaire was completed by a worldwide sample of 237 Zlatan Ibrahimović social media followers to assess how social attractiveness, physical attractiveness, and attitude homophily impact brand credibility and parasocial interaction, and how these then influence the intention to purchase products or services which he directly or indirectly promotes in his social media channels. This study contributes to the body of knowledge of influencer marketing of athletes by finding that credibility of the Zlatan Ibrahimović brand has a strong effect on the purchase intention of his social media followers and that credibility is strongly impacted by attitude homophily. A further main finding is that compared to brand credibility, parasocial interaction has a moderately weak influence on purchase intention of the given sample. Lastly, no significant relationships between the independent variables physical attractiveness and attitude homophily and the dependent variable parasocial interaction could be found.
Bookmarks Related papers MentionsView impact
Uploads
Papers by Sebastiano Mereu