In modern times, the companies sell services to the consumer directly through the online portals. This process is that the companies try to sell the products and the services directly to the consumers. This process of cutting down the middle men in the e-commerce transactions is known as disintermediation. The notion is reinter mediation used as nuanced ways to foster the existing supply chain. The near-ubiquity of the Internet enables the companies to cut down the middle men and reach out the consumers. These increase the audience participations and also bring in more revenue for the company. The disintermediation process can be defined as the process that has special implications in the sports marketing arena (Bairner, 2001). The sports organization is found to connect directly with the consumers. These enable people to have direct contact with the consumers. There is development of the patronage for the brand that is formed these ideologies. The people are found to face nuanced implications that stems from the development of the disintermediation process. To connect with the consumers the companies use the technique of soft power. This is specifically true in the case of the mega events. These are explored in the following.
Soft power can be defined as the concept that is used to attract the consumer by using the persuasion and innate attraction of the brand. The defining feature of the soft power is that they are non-coercive. The currency of the soft power is the values of culture, foreign policy and the political values of the system. This is used for the development of consumer base. This is different from the use of hard power. In this, people are forced to make a choice about their individual choices. This is used for the development of the public opinion through different channels (Wong and Trumper, 2002). Hence, the companies use the technique of creating appeal and demand for the brand in order to develop the consumer base for the products. There is no coercion of making people choose a particular brand or product. This principle is used for the brand development for the patronage for the events. In the case of the events, they can be classified into mega events and regional events. The mega events are the events that have consumer and audience patronage across the system. In case of regional events, it is found to have consumer patronage within the specified geographical location.
A brand is considered to be a visible symbol that is showcase the ways in which a product is unique and different from the competitors. The most important part of the brand is the creation of the intangible ideas and values that the fans associate with the brand. There are intangible characteristics that people associate with the brand. The independent brand, authentic brands, outlandish brands and certain anti-establishment brands exist in the society. In the current society, millions of people are either spectators or participants in some way. These sports are found to be in the same level of success and the popularity. Each country has its own predilection” sport (Robinson, 2007). Each country has certain commonly-accepted ways by how they approach sports. The advent of the globalization has caused the companies with international experience to be able to connect with different superficial ways in specific markets. This has created a world audience for some sports. In this system, certain companies are able to connect with people. Certain sports establishments or brands face the issue of positive branding of the efforts. The globalization of the sports and infusion of some sports into the world culture has created this paradigm.
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