Cookie Cutter Marketing Might Not Cut It: A Case Study On Men's Tennis Marketing

Document Type

Article

Publication Date

1-1-2022

School

Marketing

Abstract

There has been little to no research conducted to understand the barriers and challenges of generating awareness for the team. Utilizing a case study approach, this study explores the best target market and exposure techniques for a Division I Power Five men's tennis program in the southeastern United States. This study used the planned behavior theory and the social identity theory as the theoretical lenses to better understand how university students and booster club members identify as a social group and the relation to team identity. The planned behavior theory is used in relation to sport spectators, as the subjective norms of relationships influence are significant in sport settings. Team identification has been aligned with social identity theory, a psychological theory that describes a person's identity based on the relationship between the persona nd the groups they belong to. Four distinct themes emerged from the data, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are the primary fans and help the team generate greater fan interest through events, such as a booster club barbeque. The importance of sociability was clear, and the implications for target marketing and team exposure to acquire fans are discussed within.

Publication Title

Kentucky SHAPE Journal

Volume

59

Issue

2

First Page

25

Last Page

40

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