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Publications (4)
Past research in sports marketing examining technological innovations has predominantly focused on their acceptance by sport spectators. however, theoretical and empirical arguments suggest that investigating innovation resistance provides a distinct and complementary perspective to understanding spectators' responses to technological innovations....
This research aims to examine the reasons for fans’ resistance to technological in-stadium innovations using the case of augmented reality apps. The following research questions are addressed: RQ1. Which specific barriers result in resistance behavior towards augmented reality apps? RQ2. How do these barriers influence different forms of resistance...
An increasing number of team sport consumers around the globe follow foreign leagues, teams or athletes. These so-called satellite supporters may be loosely interested individuals or avid fans, they engage in diverse activities, and they have varying consumption behaviors. However, the extant research does not offer systematic classifications of th...
Zahlreiche professionelle Teamsportklubs bemühen sich angesichts sinkender Wachstumspotenziale auf den heimischen Märkten vermehrt um neue Erlösquellen im Ausland. Dabei stehen die Klubs unter anderem vor der Herausforderung, eine für die Bearbeitung internationaler Märkte geeignete Markenpositionierungsstrategie zu wählen und umzusetzen. Bisherige...
