Evans Zachary Charles Taylor, Gee Sarah, Eddy Terry
Department of Kinesiology, Faculty of Human Kinetics, University of Windsor, Windsor, ON, Canada.
Front Sports Act Living. 2022 Sep 16;4:970445. doi: 10.3389/fspor.2022.970445. eCollection 2022.
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.
最近，体育管理学者呼吁研究人员批判性地评估研究问题及由此产生的贡献在何种程度上真正扰乱了已知的内容、其知晓方式、知晓其重要性的原因以及对谁而言重要。从历史上看，体育营销研究采用了母体营销学科的传统研究方法并应用于体育领域。然而，体育是一种不断演变的社会和文化现象，对传统理论、概念和方法的依赖可能会以限制知识产出的方式使体育营销话语固化。响应这一呼吁，我们认为体育营销研究通过参与批判性社会科学的假设、世界观和视角来审视体育中的复杂问题将大有裨益。我们将本文定位为一个起点，通过提出两个研究命题（每个命题都附带四条行动建议），以有意义且有影响力的方式推动体育营销领域的发展。我们特别关注在体育中激活和促进企业合作关系的营销活动，以此构建我们的两个命题，这两个命题讨论了（1）消费者文化理论和（2）文化循环，作为在体育营销和批判性社会科学之间搭建桥梁的两个重要框架。
