The purpose of this study was to empirically examine antecedents of sport consumerbased brand equity in the fitness segment of the sport industry (i.e., participatory sport).The proposed framework consisted of market-induced (e.g. word-of-mouth, electronic word-of-mouth) and organization-induced antecedents (e.g. price, place) that have been theoretically proposed, but not tested. An 18-item paper-based survey was administered to a convenience sample of health club prospects (N= 213). The questionnaire consisted of items measuring price (three items), brand awareness (two items), brand association (three items), electronic word-of-mouth (eWOM) (three items), word-of-mouth (WOM) (three items), and place (four items). The relationship between independent (i.e., price, place, WOM, eWOM) and dependent variables (i.e., brand awareness, brand association) within the proposed model were tested using a multiple linear regression analysis (MLR). The results of the proposed model indicated that the four proposed antecedents accounted for a total of 30% of the variance in brand awareness and 14% of the variance in brand association. Specifically, price and WOM were significant predictors of brand awareness as well as brand association. The findings suggest that organization controlled brand strategies such as price, and organic brand communications such as WOM, help shape the perceptions potential health club members have with the health club brand.
Since 2015, America has witnessed a profound shift in aggregate public sentiments toward Confederate statues and symbols. That shift was keenly felt on the campus of the University of Texas at Austin (UT), culminating in the removal of four such statues in 2015 and 2017. However, an inquiry into their creation points to an equally significant shift in sentiments during the 1920s. UT's statues were commissioned in 1919 by George Littlefield, a Confederate veteran and university regent, as part of a larger war memorial. The ostensible purpose of that memorial was to commemorate veterans of both the Civil War and World War I. However, during the 1920s, a new generation of university leaders rejected Littlefield's design—and with it the assertion that the services of Civil and World War veterans were morally congruent and united in a common historical trajectory. This article tracks the ways in which they quietly and yet profoundly undermined the project, causing it to be significantly delayed and then extensively altered. Meanwhile, students and veterans improvised their own commemorative practices that were in stark contrast to the Confederate generation—the latter wanted to remember, while the former wanted to forget.
Trump’s frustration with mainstream “fake news” media led him to focus his communications on social media and Twitter in particular. An analysis of his tweets shows that they can be interpreted as major stages of the classic “hero’s journey.” At the end of his presidency, Trump refused to return and failed to become a master of the political and his earlier business world. The effect on the Trump brand was devastating. At its height, attaching the Trump brand to a property would add up to 20% over the price of similar properties. By 2018, in contrast, Trump-branded properties and products were selling at up to a 38% discount relative to the market and lost even more ground after the second impeachment trial. A turn for the Trump brand seems unlikely. If it does resurrect itself, it will be buoyed by a very different target market of typical Trump voters.
Wright contends that for many emigrants to Africa, the goal was to convert native Africans to Christianity. The believed that colonization promised salvation for Africa and moral redemption for the United States, and they argued that conversion of Africa would redeem the sins of the slave trade by repaying the wounded continent with the gift of Christianity.
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