Abstract:
Sports branding has established itself as a significant concept in contemporary marketing and business environments. The development of branding has changed and become more aligned with the service-dominant logic. Scholars, as well as practitioners, have recognised that sports branding is evolving into a stakeholder-focus area and attempted to examine this topic from a network perspective. While adopting a systemic approach has received some attention, a conceptual model for sports branding from a network perspective has yet to be proposed. To fill this gap, this study aims to provide a conceptual framework in which sports branding can be examined from a network perspective. To be more specific, it investigates the phenomenon that researchers are gradually shifting their perspectives regarding sports branding, and studies are overall conducted from a dyad first and then extends to the network perspective. Further, the author identified three stakeholders and developed a conceptual framework to scrutinize sports branding from a network perspective by using a multi-stakeholder approach. To refine and further develop the preliminary framework, this study examines network relationships in the case of the All Blacks. Based on the findings, which are derived from online documents, a final conceptual framework of sports branding is proposed. This model provides a big picture for sports branding and encapsulates the approach to analyse its relationships from a network perspective. Additionally, this study proposes that sports managers are likely to find it is beneficial to implement a brand that emphasises a network perspective. The service brand is not limited to dyadic relationships with customers or other stakeholders. In fact, all of the stakeholders and the brand are involved in the co-creation process. Theoretical and managerial implications are developed and the study concludes with limitations, and directions for further research.
