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The Ball is in Your Court: Using Socially Responsible Actions as an Effective Marketing Tool

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dc.contributor.author Baena Graciá, Verónica spa
dc.contributor.editor Dos Santos, Manuel Alonso spa
dc.date.accessioned 2014-03-18T10:10:18Z
dc.date.available 2014-03-18T10:10:18Z
dc.date.issued 2014 spa
dc.identifier.citation Mattera, M., & Baena-Graciá, V. (2014). The Ball is in Your Court: Using Socially Responsible Actions as an Effective Marketing Tool. In M. A. Dos-Santos, Strategies in sports marketing: technologies and emerging trends (pp. 74-87). Pennsylvania: IGI Global. spa
dc.identifier.isbn 9781466659940 spa
dc.identifier.uri http://hdl.handle.net/11268/2293
dc.description.abstract This chapter conducts an in-depth study regarding a European football club's marketing strategy and brand management approach in order to evaluate customers' perceived ethicality and how consumers value corporate social responsibility activities. Specifically, the cases of Real Madrid and Barcelona FC (also named Barça) are analyzed. These two football teams are considered as they are two of the most successful sports teams in terms of worldwide supporters and revenues. The findings highlight how European football clubs should incorporate corporate social responsibility into their marketing strategy through the evaluation of consumer's perceived corporate social responsibility values and ethicality. spa
dc.language.iso eng spa
dc.title The Ball is in Your Court: Using Socially Responsible Actions as an Effective Marketing Tool spa
dc.type bookPart spa
dc.description.impact No data (2014) spa
dc.identifier.doi 10.4018/978-1-4666-5994-0.ch006 spa
dc.rights.accessRights openAccess en
dc.subject.unesco Marketing spa
dc.subject.unesco Deporte spa
dc.description.filiation UEM spa
dc.peerreviewed Si spa


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