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Papers by Nicolas Chanavat

Research paper thumbnail of Evolutions sociologiques dans le milieu équestre: quelles images pour la pratique de l’équitation et les concours équestres?

Research paper thumbnail of Esport et Olympisme, vers une alliance stratégique ?

« Nous devons l'examiner [l'esport], car nous ne pouvons pas dire "ce n'est pas nous". Il ne s'ag... more « Nous devons l'examiner [l'esport], car nous ne pouvons pas dire "ce n'est pas nous". Il ne s'agit pas des Jeux Olympiques. Les jeunes s'intéressent à l'esport et à ce genre de choses. Regardons tout cela. Allons à leur rencontre. Voyons si nous pouvons établir des liens. » Tony ESTANGUET-9 août 2017 « Nous ne savons pas encore à 100 % si l'esport est vraiment du sport, en ce qui concerne l'activité physique et ce qu'il faudrait pour qu'il soit considéré comme un sport. Mais si jamais quelqu'un participe à une compétition virtuelle de football ou d'autres sports, cela présente un grand intérêt. Nous espérons que ces joueurs réalisent de réelles performances sportives. »

Research paper thumbnail of Quand les marques de luxe s'associent aux marques de sport : une transgression de la relation au consommateur ?

Research paper thumbnail of The love of horses: exploratory study on the emotional relationship towards horses shown by spectators at equestrian sporting events

Research paper thumbnail of Sponsorship networks: toward an innovative model

Sport, business and management, Sep 12, 2016

Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a l... more Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other. Design/methodology/approach This conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior. Findings Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels. Originality/value This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.

Research paper thumbnail of Sponsorship in sport

HAL (Le Centre pour la Communication Scientifique Directe), 2016

Research paper thumbnail of La marque olympique : entre fondements historiques et innovations

Research paper thumbnail of Section introduction (Editorial)

Editors' Introduction (Simon Chadwick, Nicoals Chanavat and Michel Desbordes) 1. Defining Spo... more Editors' Introduction (Simon Chadwick, Nicoals Chanavat and Michel Desbordes) 1. Defining Sport Marketing (Sebastian Kaiser and Markus Breuer) Section 1: Brands Section Introduction (Simon Chadwick, Nicolas Chanavat and Michel Desbordes) 2. Congruency Effects in Sport Marketing (Bjorn Walliser) 3. Brand Activation in Sport Organizations (Franck Pons) 4. The Strategic Building of a Sport Brand (Paolo Guenzi) 5. Sport and City Branding (Christopher Hautbois) Section 2: Sponsorship Section Introduction (Nicolas Chanavat, Simon Chadwick and Michel Desbordes) 6. Computing the impact of sponsor signage exposure within sports broadcasts (Christopher Rumpf & Christoph Breuer) 7. A Data-Driven Approach to Sponsorship Planning (Larry DeGaris, Mark Dodds & Jim Reese) 8. Sports Sponsorship Decision Model: A conceptual model proposition (Barbara Monteiro de Barros de Sa & de Almeida Victor Manoel Cunha de Almeida) 9. Multiple Sponsorship and the Globalization of Sport (Nicolas Chanavat & Mic...

Research paper thumbnail of “Roger Rocher, football business pioneer in France”

HAL (Le Centre pour la Communication Scientifique Directe), Sep 15, 2022

Research paper thumbnail of The “Green Fandom”

Routledge Handbook of Football Marketing, 2017

Research paper thumbnail of Marketing du football / sous la direction de Nicolas Chanavat, Michel Desbordes

Research paper thumbnail of Ethics within Sponsorship

The SAGE Handbook of Marketing Ethics

Research paper thumbnail of Image congruity in the love triangle among mega sport event organizer, sponsor, and consumers: the moderating effects of product involvement and consumer awareness

European Sport Management Quarterly

Research paper thumbnail of Sponsorship in Sport

Contemporary Issues in Sport Management: A Critical Introduction

Research paper thumbnail of The Marketing of Football

Routledge Handbook of Football Marketing, 2017

Research paper thumbnail of Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention

Journal of Sport Management, 2009

Notwithstanding the substantial development of sponsorship investigations, relationships between ... more Notwithstanding the substantial development of sponsorship investigations, relationships between the sponsor and cosponsees and fan’s responses (i.e., cognitive, affective and conative) have not been investigated yet in a multiple sponsorship sport event context. Hence, the purpose of this study was to analyze the impact of commercial sponsorships on the intention to purchase sponsor products in relation to brand image and brand attachment. Furthermore, this researcher analyzed the relationships between a sponsor (adidas), an event (2006 FIFA Soccer World Cup Germany), a team (French National Soccer Team) and a top player (Zinédine Zidane). Structural equation modeling was used to conduct this research. The crucial results revealed that a multiple sponsorship arrangement creates interactions between the sponsor and the sponsees brands cognitive and affective stages. Secondly, the model demonstrated that multiple sponsorship activates brand behavioral dimensions (i.e., cognitive, aff...

Research paper thumbnail of How can Country-of-Origin image be leveraged to create global sporting goods brands?

Sport Management Review, 2014

While much marketing research has focused on brand creation and management, less is known about t... more While much marketing research has focused on brand creation and management, less is known about the creation of sport brands. This paper complements the stakeholder model of branding and brand creation, which highlights the role of a firm's stakeholders in the analysis of brands, by including country-specific factors based on location and Country-of-Origin (CoO). Using a sample of innovative New Zealand-based firms, our qualitative study uses a comparative case method in two subsector settings to investigate how they have built outdoor sport brands based on that country's particular country-specific factors. We show how firms are able to leverage New Zealand's strong sport product category-country associations to create brand value. Our findings confirm that CoO image together with sport product category-country associations enables the creation of brands in sport product categories. Our paper contributes to theory and practice by extending understanding of brand creation by demonstrating the importance of location and product category. Further research directions are suggested.

Research paper thumbnail of Brand Images Causal Relationships in a Multiple Sport Event Sponsorship Context: Developing Brand Value through Association with Sponsees

European Sport Management Quarterly, 2010

... [Web of Science ®] View all references; Cornwell, Weeks, & Roy, 200517. Cornw... more ... [Web of Science ®] View all references; Cornwell, Weeks, & Roy, 200517. Cornwell, TB, Weeks, CS and Roy, DP 2005. Sponsorship-linked marketing: opening the black box. Journal of Advertising , 34(2): 21–42. [Web of Science ®] View all references; Gwinner, 199727. ...

Research paper thumbnail of Experiential marketing and sporting events: a spectator perspective

How extraordinary experiences provided in sporting events are lived by spectators and what are th... more How extraordinary experiences provided in sporting events are lived by spectators and what are their consequences in terms of consumer behaviour. Theoretical background Since about twenty-five years, experiential marketing has become for numerous researchers and practitioners, the answer for companies and brand to fulfil contemporary customers' expectations and then creating and maintaining competitive advantages (Carú and Cova, 2006; Tynan & McKechnie, 2009). The main principle of this marketing approach relies on customer immersion in unforgettable and extraordinary experiences based on a new category of additional offers associated to the original products and services (Carú & Cova, 2006).

Research paper thumbnail of Internationalisation and sport branding strategy: a French perception of the Big Four brands

Qualitative Market Research: An International Journal, 2009

PurposeThe purpose of this paper is to provide better understanding of potential foreign customer... more PurposeThe purpose of this paper is to provide better understanding of potential foreign customers or satellite fans' perceptions of professional‐football brands, as this constitutes a necessary step toward setting up an internationalisation strategy to create a global professional‐sport brand.Design/methodology/approachTwelve semi‐directed individual interviews with French satellite fans about how they perceive the English Big Four brands of Arsenal Football Club (FC), Chelsea FC, Liverpool FC and Manchester United are conducted.FindingsThe paper found the common and specific features of each club's brand equity and the typical fans' perceptions of the clubs, which constitute major dimensions upon which the clubs are differentiated in the customers' minds. It also identified such key antecedents to building strong professional‐sport brand equity in the French market as the fit between the image, the values or both of the foreign club and the local club a fan support...

Research paper thumbnail of Evolutions sociologiques dans le milieu équestre: quelles images pour la pratique de l’équitation et les concours équestres?

Research paper thumbnail of Esport et Olympisme, vers une alliance stratégique ?

« Nous devons l'examiner [l'esport], car nous ne pouvons pas dire "ce n'est pas nous". Il ne s'ag... more « Nous devons l'examiner [l'esport], car nous ne pouvons pas dire "ce n'est pas nous". Il ne s'agit pas des Jeux Olympiques. Les jeunes s'intéressent à l'esport et à ce genre de choses. Regardons tout cela. Allons à leur rencontre. Voyons si nous pouvons établir des liens. » Tony ESTANGUET-9 août 2017 « Nous ne savons pas encore à 100 % si l'esport est vraiment du sport, en ce qui concerne l'activité physique et ce qu'il faudrait pour qu'il soit considéré comme un sport. Mais si jamais quelqu'un participe à une compétition virtuelle de football ou d'autres sports, cela présente un grand intérêt. Nous espérons que ces joueurs réalisent de réelles performances sportives. »

Research paper thumbnail of Quand les marques de luxe s'associent aux marques de sport : une transgression de la relation au consommateur ?

Research paper thumbnail of The love of horses: exploratory study on the emotional relationship towards horses shown by spectators at equestrian sporting events

Research paper thumbnail of Sponsorship networks: toward an innovative model

Sport, business and management, Sep 12, 2016

Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a l... more Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other. Design/methodology/approach This conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior. Findings Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels. Originality/value This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.

Research paper thumbnail of Sponsorship in sport

HAL (Le Centre pour la Communication Scientifique Directe), 2016

Research paper thumbnail of La marque olympique : entre fondements historiques et innovations

Research paper thumbnail of Section introduction (Editorial)

Editors' Introduction (Simon Chadwick, Nicoals Chanavat and Michel Desbordes) 1. Defining Spo... more Editors' Introduction (Simon Chadwick, Nicoals Chanavat and Michel Desbordes) 1. Defining Sport Marketing (Sebastian Kaiser and Markus Breuer) Section 1: Brands Section Introduction (Simon Chadwick, Nicolas Chanavat and Michel Desbordes) 2. Congruency Effects in Sport Marketing (Bjorn Walliser) 3. Brand Activation in Sport Organizations (Franck Pons) 4. The Strategic Building of a Sport Brand (Paolo Guenzi) 5. Sport and City Branding (Christopher Hautbois) Section 2: Sponsorship Section Introduction (Nicolas Chanavat, Simon Chadwick and Michel Desbordes) 6. Computing the impact of sponsor signage exposure within sports broadcasts (Christopher Rumpf & Christoph Breuer) 7. A Data-Driven Approach to Sponsorship Planning (Larry DeGaris, Mark Dodds & Jim Reese) 8. Sports Sponsorship Decision Model: A conceptual model proposition (Barbara Monteiro de Barros de Sa & de Almeida Victor Manoel Cunha de Almeida) 9. Multiple Sponsorship and the Globalization of Sport (Nicolas Chanavat & Mic...

Research paper thumbnail of “Roger Rocher, football business pioneer in France”

HAL (Le Centre pour la Communication Scientifique Directe), Sep 15, 2022

Research paper thumbnail of The “Green Fandom”

Routledge Handbook of Football Marketing, 2017

Research paper thumbnail of Marketing du football / sous la direction de Nicolas Chanavat, Michel Desbordes

Research paper thumbnail of Ethics within Sponsorship

The SAGE Handbook of Marketing Ethics

Research paper thumbnail of Image congruity in the love triangle among mega sport event organizer, sponsor, and consumers: the moderating effects of product involvement and consumer awareness

European Sport Management Quarterly

Research paper thumbnail of Sponsorship in Sport

Contemporary Issues in Sport Management: A Critical Introduction

Research paper thumbnail of The Marketing of Football

Routledge Handbook of Football Marketing, 2017

Research paper thumbnail of Sponsor and Sponsees Interactions: Effects on Consumers’ Perceptions of Brand Image, Brand Attachment, and Purchasing Intention

Journal of Sport Management, 2009

Notwithstanding the substantial development of sponsorship investigations, relationships between ... more Notwithstanding the substantial development of sponsorship investigations, relationships between the sponsor and cosponsees and fan’s responses (i.e., cognitive, affective and conative) have not been investigated yet in a multiple sponsorship sport event context. Hence, the purpose of this study was to analyze the impact of commercial sponsorships on the intention to purchase sponsor products in relation to brand image and brand attachment. Furthermore, this researcher analyzed the relationships between a sponsor (adidas), an event (2006 FIFA Soccer World Cup Germany), a team (French National Soccer Team) and a top player (Zinédine Zidane). Structural equation modeling was used to conduct this research. The crucial results revealed that a multiple sponsorship arrangement creates interactions between the sponsor and the sponsees brands cognitive and affective stages. Secondly, the model demonstrated that multiple sponsorship activates brand behavioral dimensions (i.e., cognitive, aff...

Research paper thumbnail of How can Country-of-Origin image be leveraged to create global sporting goods brands?

Sport Management Review, 2014

While much marketing research has focused on brand creation and management, less is known about t... more While much marketing research has focused on brand creation and management, less is known about the creation of sport brands. This paper complements the stakeholder model of branding and brand creation, which highlights the role of a firm's stakeholders in the analysis of brands, by including country-specific factors based on location and Country-of-Origin (CoO). Using a sample of innovative New Zealand-based firms, our qualitative study uses a comparative case method in two subsector settings to investigate how they have built outdoor sport brands based on that country's particular country-specific factors. We show how firms are able to leverage New Zealand's strong sport product category-country associations to create brand value. Our findings confirm that CoO image together with sport product category-country associations enables the creation of brands in sport product categories. Our paper contributes to theory and practice by extending understanding of brand creation by demonstrating the importance of location and product category. Further research directions are suggested.

Research paper thumbnail of Brand Images Causal Relationships in a Multiple Sport Event Sponsorship Context: Developing Brand Value through Association with Sponsees

European Sport Management Quarterly, 2010

... [Web of Science ®] View all references; Cornwell, Weeks, & Roy, 200517. Cornw... more ... [Web of Science ®] View all references; Cornwell, Weeks, & Roy, 200517. Cornwell, TB, Weeks, CS and Roy, DP 2005. Sponsorship-linked marketing: opening the black box. Journal of Advertising , 34(2): 21–42. [Web of Science ®] View all references; Gwinner, 199727. ...

Research paper thumbnail of Experiential marketing and sporting events: a spectator perspective

How extraordinary experiences provided in sporting events are lived by spectators and what are th... more How extraordinary experiences provided in sporting events are lived by spectators and what are their consequences in terms of consumer behaviour. Theoretical background Since about twenty-five years, experiential marketing has become for numerous researchers and practitioners, the answer for companies and brand to fulfil contemporary customers' expectations and then creating and maintaining competitive advantages (Carú and Cova, 2006; Tynan & McKechnie, 2009). The main principle of this marketing approach relies on customer immersion in unforgettable and extraordinary experiences based on a new category of additional offers associated to the original products and services (Carú & Cova, 2006).

Research paper thumbnail of Internationalisation and sport branding strategy: a French perception of the Big Four brands

Qualitative Market Research: An International Journal, 2009

PurposeThe purpose of this paper is to provide better understanding of potential foreign customer... more PurposeThe purpose of this paper is to provide better understanding of potential foreign customers or satellite fans' perceptions of professional‐football brands, as this constitutes a necessary step toward setting up an internationalisation strategy to create a global professional‐sport brand.Design/methodology/approachTwelve semi‐directed individual interviews with French satellite fans about how they perceive the English Big Four brands of Arsenal Football Club (FC), Chelsea FC, Liverpool FC and Manchester United are conducted.FindingsThe paper found the common and specific features of each club's brand equity and the typical fans' perceptions of the clubs, which constitute major dimensions upon which the clubs are differentiated in the customers' minds. It also identified such key antecedents to building strong professional‐sport brand equity in the French market as the fit between the image, the values or both of the foreign club and the local club a fan support...