An Introduction to the 'Marketing Brands and Experiences in Sport, Entertainment, Tourism and Hospitality' Special Issue

摘要

This special issue was developed in collaboration with the 2019 Society for Marketing Advances Conference in New Orleans, Louisiana.The theme for this special issue focused on disseminating recent theoretical and empirical work that further contributes to the study of the marketing of brands and experiences in the sport, entertainment, tourism, and hospitality sectors. In this issue, the articles included represent a variety of topics related primarily to the collegiate sport industry. First, the article "Birds of a Feather Don't Flock Together: Institutional Athletics Rebranding at University of Southern Mississippi" is a case study analysis of a trademark infringement case involving The University of Iowa and The Board of Regents, State of Iowa v. The University of Southern Mississippi. It presents an application of the rebranding of institutional athletics at USM. This case study allows sports marketers to examine a specific rebranding scenario at the NCAA Division I intercollegiate level and the subsequent trademark infringement implications, as well as an opportunity to review relevant rebranding research in the sport management literature.