Guillaume Bodet

Guillaume Bodet
Claude Bernard University Lyon 1 | UCBL · Laboratory of Vulnerabilities & Innovation in Sport

PhD in Business Administration - Marketing

About

121
Publications
66,066
Reads
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1,293
Citations
Citations since 2016
39 Research Items
877 Citations
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2016201720182019202020212022050100150
Introduction
My research interests focus on the marketing and consumption of sport services, products, brands and events.
Additional affiliations
September 2014 - present
Claude Bernard University Lyon 1
Position
  • Professor (Full)
July 2013 - August 2014
Loughborough University
Position
  • Professor (Associate)
November 2006 - July 2013
Loughborough University
Position
  • Lecturer

Publications

Publications (121)
Article
Full-text available
Research question: Services play a growing role in modern sport industries. Relatively little is known about the impact of experiential marketing strategy on consumer behaviour and within the context of sporting events industry in particular. The study seeks to start addressing this gap in knowledge and to better examine the subjectively based aspe...
Article
Full-text available
This paper analyses the influence of postmodernity on sport-participation behaviour with an emphasis on it not being excluded from consumerism. The analysis, based particularly on the French experience, identifies how the meaning of sport has moved from a focus on competitive and institutional factors to a more personalised and multi-dimensional de...
Book
Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing s...
Article
Full-text available
This study aimed to identify sponsorship-fit profiles of individuals regarding perception of sponsors of national volleyball teams in three countries and its effect on affective outcomes. We examined: (a) if sponsorship-fit profiles were similar for two sponsor categories (sport equipment/apparel companies and financial service companies) and in...
Article
Purpose Despite preventive efforts from some companies to offer some sport and physical activity (SPA) to their employees, French participation rates remain very low, which limit impacts in terms of health and economic benefits. The aim of this study was to better understand the factors influencing SPA participation in the workplace. Design/method...
Chapter
This chapter offers insights into the branding of sports teams. The importance of branding is explained, and a strong sports team brand is defined, by introducing the concept of brand equity. Based on this definition, which identifies the key components of sports team brand equity, the three fundamental stages of team sports brand management, strat...
Chapter
In France, the term fitness characterises a broad family of sport and physical activities aiming to improve participants’ health conditions, body shape, relaxation and wellness, independently from where it is exerted. This chapter highlights that the French fitness sector is almost equally structured around commercial and voluntary organisations. A...
Article
Full-text available
The aims of the study were to identify the most relevant conceptualisation of the factor structure of the sponsor-sponsee fit in sport sponsorship using advanced statistical methods (bifactor model) recently introduced within the literature and examine which dimensions of the sponsor-sponsee fit construct were the strongest predictors of the overal...
Article
Full-text available
Purpose of this study is fit comparison between Iran men national volleyball team and its sponsors from participants’ point of views. This study is survey-based and has been used random sampling for gathering data. We used Zdravkovic and collegues’ questionnaires for gathering required data. For measuring fit, they used from nine micro dimensions a...
Article
The overall aim of this study is to improve our understanding of the strength of attraction factors of professional football club brands with foreign fans, and of the influence of demographics and individual characteristics on the influence of these factors in the context of sport spectatorship services This research was based on a quantitative stu...
Conference Paper
Full-text available
The purpose of this study was to investigate distant sport fans’ – hereafter satellite fans - consumption through the frame of the Consumer Culture Theory (CCT).
Conference Paper
Full-text available
La Responsabilité Sociale des Entreprises (RSE) reçoit une attention et des encouragements croissants, venant notamment de la Commission Européenne, et la promotion de l’activité physique et sportive constitue pour beaucoup une composante importante et parfois centrale de cette politique de RSE. Nombreux sont ceux qui s’enthousiasment pour cette in...
Article
The purpose of the paper is to present an advanced knowledge of a sport governing body’s – instead of club’s or team’s – influence on non-transactional fan behaviours. A higher understanding is achieved via the development of a global Fan-Relationship-Management-Model and local subgroup-specific models. A partial least squares path modelling approa...
Article
Although most sport organisations are encouraged to better manage the relationships they maintain with fans, little is still known about the types of relationships that fans want to establish with sport organisations. Also, as most suggested management and marketing practices come from professional sport organisations and European contexts, it is q...
Article
Contemporarily, the hosting of mega-sport-events (MSEs) is one of several strategies used by cities and governments to bring about improvements in a place’s image and recognition. With that in mind, the overall aim of this study, underpinned by theoretical-methodological social representation theory, was to evaluate the domestic image impact of hos...
Chapter
This study tries to answer the following question: How can the relationship between fans and their national football association (NFA) and national football team (NFT) be described, theoretically understood and managerially improved? Scholars and sport practitioners have raised this question before, while emphasising the inadequacy of current relat...
Article
Full-text available
As brand management and brand perceptions attract more attention in both academia and in practice, examining the link or lack thereof between brand identity and image is becoming increasingly important. The existence of brand consistency and coherency is examined in this research, which aimed to evaluate whether the pre- or post-event brand image o...
Article
The main purpose of this study was to identify the influence of the consumer’s country of residence on hotel service attributes’ contribution to consumer satisfaction. The hospitality services of Disneyland Paris in Paris, France, were analyzed in the context of the study. Data came from their seven hotels and comprised 47,885 valid questionnaires....
Chapter
In May 2017, France will co-host with Germany the 2017 IHF ice hockey World Championship and many observers see in this event a great opportunity for France to acquire skills and knowledge from a performing partner who has already organised such event, while showing to the most established ice-hockey nations that France has the potential to become...
Article
The legacies of Sport Mega Events (SMEs) such as the Olympic Games are increasingly regarded as significant opportunities to increase sport and physical activity (PA) participation. Major sport/PA legacy objectives may even be pursued before the event takes place. This article examines a specific pre-event sport/PA policy target of the London 2012...
Article
Les hébergements touristiques ont connu une profonde mutation avec notamment une orientation par la production de contextes expérientiels qui soit constituent l’offre proprement dite, soit servent à mieux positionner cette offre vis-à-vis de la concurrence. L’objet de cette recherche est donc de mesurer l’influence des services (fonctionnels versus...
Book
Full-text available
‘Contemporary Issues in Sport Management presents an extensive array of absorbing contemporary issues relevant to managing sport. Internationally recognised scholars have contributed thought-provoking chapters on current global and local issues that are challenging traditional ways of thinking about and delivering sport. This exciting new book is r...
Conference Paper
Mega-events (MEs), and in particular sport-based mega-events, provide those involved in their development and delivery with the opportunity to modify the image of the host, both domestically and internationally. Glasgow, host of the 2014 Commonwealth Games (CG), is no exception. For example, although image, in the context of MEs, is not always easy...
Article
Full-text available
Hospitality and the tourism service industry have been facing deep changes over the last few years especially with stronger orientation towards the production of experiences including offers dependent on the discovery and the respect for nature. In order to identify the influence of the experiential dimension in an ecotourism context, this paper st...
Data
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Article
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by Richard Pound, the former Chairman of the IOC Marketing Commission, then followed by a section named ‘Executive Perspective’ where Lisa Baird, the Chief Marketing Officer of the United States Olympic Committee, draws a picture of the situation and challenges faced by the United States Olympic Committee in terms of marketing. The book then contin...
Conference Paper
Full-text available
The wider aim of this project – based on social representation theory (Moscovici, 1984) and a critical realist-informed, abductive research strategy – is to evaluate the image impact of hosting the 2012 Olympics, pre- and- post Games, for the city of London. It seeks to determine whether London’s hosting of the 2012 Olympics affects the social repr...
Article
Full-text available
The goal of this study is to examine if hosting major sporting events represents a relevant strategy to brand a place ‘internationally’ through brand association transfer and to identify whether or not it should be seen as co-branding process. Based on social representation theory and an abductive research strategy, a survey was carried out among B...
Conference Paper
BACKGROUND Contemporarily, the hosting of mega-events (MEs) is one of several strategies used by cities and Governments to bring about improvements in a place’s image and recognition. Although London, host of the 2012 Olympic Games, is already considered to be a ‘leading global city’ (IUSMMF, 2011), a key objective for those involved in the develop...
Article
Full-text available
This research investigated the role of two foci of identification (team and territory) on identity management strategies used by sport followers in the particular context of elite French rugby union. In study 1 which dealt with casual spectators (N = 153), the results corroborated numerous studies conducted in the North-American context and showed...
Article
Full-text available
This study aimed to increase the understanding of loyalty’s formative processes in fitness organizations. Building upon recent conceptualizations, the purpose of this study was to test the mediating role of psychological commitment in the relationships between consumers’ satisfaction, perceived value, involvement, identification, informational, and...
Conference Paper
Full-text available
Along with the World Cup, the Olympics is widely considered to be the most lucrative and sought-after mega- event for governments worldwide, and have thus been described as the ‘the ultimate accolade that a city can earn on the world stage’ (Gold & Gold, 2007: p. 320). For the host, they represent an opportunity to achieve urban and environmental r...
Article
Full-text available
This research aimed to investigate the possible relationships between the concepts of consumer loyalty (attitudinal and behavioral), satisfaction, and team identification in the context of sport spectatorship. Specifically, several models were tested to investigate (1) the direct influence of team identification, consumer behavioral loyalty, and co...
Article
Full-text available
This study's goal was to create and test a tool for identifying different types of sport spectators. Based on four types of sporting-event consumers - aesthete, interactive, supporter, and opportunist - we developed the Sporting Event Experience Search Scale (SEES). We conducted an empirical investigation involving two sporting events with both liv...
Article
Full-text available
The aim of this exploratory research was to refine the relationship between ingroup identification and three classical identity-management strategies: individual mobility, social competition and social creativity. More specifically, in the particular context of sport spectators' reactions to their team loss, we tested the moderating role of gender...
Article
Full-text available
Purpose The purpose of this paper is to analyse the perceived brand equity of professional football clubs on foreign markets as these clubs firmly want to expand and reach a global brand status. Design/methodology/approach Fitting with an inductive approach, 12 semi‐structured interviews are conducted in order to analyse the perceptions of Chinese...
Chapter
Sport spectators' reactions to their favourite team's (athlete) defeat is a well studied phenomenon and several strategies used by sport spectators to cope with it have been previously identified in the literature. However, the conceptual distinctions between these strategies have not been empirically tested and no measure of spectators coping stra...