Building bridges: Connecting sport marketing and critical social science research
Recently, sport management scholars have called for researchers to critically evaluate the ways in which research questions and resulting contributions truly disrupt what is known, how it is known, why it is important to know, and for whom. Historically, sport marketing research has adapted traditio...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-09-01
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| Series: | Frontiers in Sports and Active Living |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fspor.2022.970445/full |
| _version_ | 1811260964686790656 |
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| author | Zachary Charles Taylor Evans Sarah Gee Terry Eddy |
| author_facet | Zachary Charles Taylor Evans Sarah Gee Terry Eddy |
| author_sort | Zachary Charles Taylor Evans |
| collection | DOAJ |
| description | Recently, sport management scholars have called for researchers to critically evaluate the ways in which research questions and resulting contributions truly disrupt what is known, how it is known, why it is important to know, and for whom. Historically, sport marketing research has adapted traditional research approaches from the parent marketing discipline to sport. Yet, sport is a constantly evolving social and cultural phenomenon and a reliance on conventional theories, concepts, and methods can serve to crystalize the discourse in sport marketing in ways that may limit knowledge production. Responding to this call, we believe that sport marketing research has much to gain from engaging with critical social science assumptions, worldviews, and perspectives to examine complex issues in sport. We position this paper as a starting point for advancing the field of sport marketing in meaningful and impactful ways by offering two research propositions, each accompanied by four actional recommendations. We employ a particular focus on the marketing campaigns that activate and promote corporate partnerships in sport to frame our two propositions, which discuss (1) consumer culture theory and (2) the circuit of culture as two important frameworks that begin to build bridges between sport marketing and critical social science. |
| first_indexed | 2024-04-12T18:55:26Z |
| format | Article |
| id | doaj.art-1210dd121c774aa9a7d320b7a48098cb |
| institution | Directory Open Access Journal |
| issn | 2624-9367 |
| language | English |
| last_indexed | 2024-04-12T18:55:26Z |
| publishDate | 2022-09-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sports and Active Living |
| spelling | doaj.art-1210dd121c774aa9a7d320b7a48098cb2022-12-22T03:20:20ZengFrontiers Media S.A.Frontiers in Sports and Active Living2624-93672022-09-01410.3389/fspor.2022.970445970445Building bridges: Connecting sport marketing and critical social science researchZachary Charles Taylor EvansSarah GeeTerry EddyRecently, sport management scholars have called for researchers to critically evaluate the ways in which research questions and resulting contributions truly disrupt what is known, how it is known, why it is important to know, and for whom. Historically, sport marketing research has adapted traditional research approaches from the parent marketing discipline to sport. Yet, sport is a constantly evolving social and cultural phenomenon and a reliance on conventional theories, concepts, and methods can serve to crystalize the discourse in sport marketing in ways that may limit knowledge production. Responding to this call, we believe that sport marketing research has much to gain from engaging with critical social science assumptions, worldviews, and perspectives to examine complex issues in sport. We position this paper as a starting point for advancing the field of sport marketing in meaningful and impactful ways by offering two research propositions, each accompanied by four actional recommendations. We employ a particular focus on the marketing campaigns that activate and promote corporate partnerships in sport to frame our two propositions, which discuss (1) consumer culture theory and (2) the circuit of culture as two important frameworks that begin to build bridges between sport marketing and critical social science.https://www.frontiersin.org/articles/10.3389/fspor.2022.970445/fullconsumer researchcommercializationcircuit of cultureconsumer culture theorycorporate partnerships |
| spellingShingle | Zachary Charles Taylor Evans Sarah Gee Terry Eddy Building bridges: Connecting sport marketing and critical social science research Frontiers in Sports and Active Living consumer research commercialization circuit of culture consumer culture theory corporate partnerships |
| title | Building bridges: Connecting sport marketing and critical social science research |
| title_full | Building bridges: Connecting sport marketing and critical social science research |
| title_fullStr | Building bridges: Connecting sport marketing and critical social science research |
| title_full_unstemmed | Building bridges: Connecting sport marketing and critical social science research |
| title_short | Building bridges: Connecting sport marketing and critical social science research |
| title_sort | building bridges connecting sport marketing and critical social science research |
| topic | consumer research commercialization circuit of culture consumer culture theory corporate partnerships |
| url | https://www.frontiersin.org/articles/10.3389/fspor.2022.970445/full |
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