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Team attributes, identification and sponsor imagePope, N.K. & Voges, K.E. (2000) The impact of sportsponsorship activities, corporate image, and prior use onconsumer purchase intention, Sports Marketing Quarterly 9(2),96-102.Ross, S.D., Walsh, P. & Maxwell, H.D. (2007) The influence ofgender on sponsorship recognition, International Journal of SportManagement 8, 295-308.Stotland, E., Zander, A. & Natsoulas, T. (1961) Generalization ofinterpersonal similarity, Journal of Abnormal Psychology 62,250-256.Sutton, W.A., McDonald, M.A., Milne, G.R. & Cimperman, J.(1997) Creating and fostering fan identification in professionalsports, Sports Marketing Quarterly 6(1), 15-22.Tajfel, H. (1981) Human Groups and Social Categories:Studies in Social Psychology. Cambridge, MA: CambridgeUniversity Press.Trail, G.T., Fink, J.S. & Anderson, D.F. (2000) A theoreticalmodel of sport spectator consumption behavior, InternationalJournal of Sport Management 1, 154-180.Trail, G.T., Fink, J.S. & Anderson, D.F. (2003) Sport spectatorconsumption behavior, Sport Marketing Quarterly 12(1), 8-17.Underwood, R., Bond, E. & Baer, R. (2001) Building servicebrands via social identity: lessons from the sports marketplaces,Journal of Marketing Theory and Practice 9(1), 1-13.Veltri, F.R., Luehmann-Jaynes, H. & Kuzma, J. (2001) Twomethods of sponsor identification: impact on consumer attitude,International Journal of Sport Management 2, 152-165.Wann, D.L. & Branscombe, N.R. (1993) Sports fans: measuringdegree of identification with their team, International Journal ofSport Psychology 24, 1-17.Wann, D.L., Royalty, J.L. & Roberts, A. (2000) The selfpresentationof sport fans: investigating the importance of teamidentification and self-esteem, Journal of Sport Behavior 23(2),198-206.Wann, D.L. & Schrader, M.P. (2000) Controllability and stabilityin the self-serving attributions of sport spectators, The Journal ofSocial Psychology 140(2), 160-168.Wann, D.L. & Pierce, S. (2003) Measuring sport teamidentification and commitment: an empirical comparison of thesport spectator identification scale and the psychologicalcommitment to team scale, North American Journal ofPsychology 5(3), 365-372.Wann, D.L., Tucker, K.B. & Schrader, M.P. (1996) Anexploratory examination of the factors influencing the origination,continuation, and cessation of identification with sport teams,Perceptual and Motor Skills 82, 995-1001.Yoo, B., Donthu, N. & Lee, S. (2000) An examination ofselected marketing mix elements and brand equity, Journal ofthe Academy of Marketing Science 28(2), 195-211.RESEARCH PAPER● APRIL 2009 ●International Journal of Sports Marketing & Sponsorship229
European football under close scrutinyKeywordsmarketingethicsdeontologyfootballgoverning bodiesstakeholdersAbstractRESEARCH PAPERChantal Rouvrais-CharronUniversité de Caen, IUT Département Techniques de CommercialisationBoulevard du Maréchal Juin, Campus 2, 14032 Caen Cedex, FranceEmail: chantal.rouvrais-charron@unicaen.frChristophe DurandUniversité de Caen, UFR STAPS,Boulevard du Maréchal Juin, Campus 2, 14032 Caen Cedex, FranceEmail: christophe.durand@unicaen.frPeer reviewedConsumers are increasingly looking beyond products,and are expressing concern for the respect of societalvalues. This paper analyses how football organisationsand governing bodies in Europe are adapting theirmarketing strategies to reflect these concerns. ‘Ethicalcharters’ or ‘ethical codes of behaviour’ need to beredefined under close scrutiny from shareholders andstakeholders. Whether it is a deliberate decision or aforced change, football organisations must respond tosimultaneous commercial and political pressures.Executive summaryThe commercial aspect of football is growinginexorably, and this requires the adaptation of itsvarious structures to the changing socio-economiccontext. Even though sporting authorities have alwayspromoted ethical attitudes, some of their rules havedemonstrated some weaknesses in terms of how theyrespect societal values. However, consumers areincreasingly looking beyond products, and areexpressing concern for the respect of societal values.This change in mentality seems praiseworthy whenthe organisation acts positively with regard to both itsown objectives and the values of society. As a newsocial standard, ethics does not claim to serve anideal, but is a means by which the interests of themajority can be satisfied. In terms of socialresponsibility, sport embodies an ideal. As the flagshipof an egalitarian society, it should be the emblematicexample for ethical conduct. The aim of this paper istwo-fold. First, it will analyse the framework withinwhich the system of ethics used by football authorities230 International Journal of Sports Marketing & Sponsorship ● APRIL 2009 ●
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Page 8 and 9: Interview with Orlando SalvestriniP
Page 10 and 11: Interview with Orlando Salvestrini
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Page 14 and 15: Drivers to divasimage portrayal of
Page 16 and 17: Drivers to divasAttractiveness and
Page 18 and 19: Drivers to divasDiscussionPioneer f
Page 20 and 21: Drivers to divasRussian tennis play
Page 22 and 23: Drivers to divascomponent of source
Page 24 and 25: The relationships between team attr
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Page 70 and 71: Stade Français Paris rugby clubPon
Page 72 and 73: Editorial policyThe Journal welcome

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