Customer‐based brand equity in the team sport industry

Bauer, Hans H.; Sauer, Nicola E.; Schmitt, Philipp

doi:10.1108/03090560510590683

Cited by 170 publications

(85 citation statements)

References 30 publications

(39 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…As a result, these experiences aid in the formation of positive and negative thoughts regarding the brand. Numerous authors have posited that consumers react to the brand associations they hold for a product and as a result, this reaction has a drastic impact on their decision-making (Bauer et al, 2005;Gladden & Funk, 2001;Keller, 1993;Pappu, Quester, & Cooksey, 2005). As mentioned above, consumers" cognitive evaluations are based upon the brand associations they hold.…”

Section: Figure 3 Hypothesized Causal Modelmentioning

confidence: 99%

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

Gordon¹,

James²

2017

IJBA

View full text Add to dashboard Cite

The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer"s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a consumer-based brand equity model based on Keller"s (2003a) brand equity pyramid that explains how consumer perceptions influence brand resonance. Data were collected from a general consumer sample (n = 787) in a mid-sized southeastern community in order to validate the consumer-based brand equity model. The results from an examination of the structural model confirmed a significant relationship between brand awareness and brand associations as posited by previous research. Brand associations were found to have a significant impact on a consumer"s cognitive evaluation (brand superiority) and affective response (brand affect) to a focal brand in the service realm. Further, this study highlighted the important role that emotions play in the process of building strong brand equity. Cumulatively, these findings revealed that two attitudinal constructs (brand superiority and brand affect) played a differential role in the brand association-brand resonance relationship in the services context.

show abstract

Section: Figure 3 Hypothesized Causal Modelmentioning

confidence: 99%

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

Gordon¹,

James²

2017

IJBA

View full text Add to dashboard Cite

show abstract

“…The authors consider that researchers can improuve the situation, by implementing the view that sport marketing have to change from a traditional exchange paradigm to a relationship paradigm, reinforcing Bauer, Sauer and Schmitt (2005) thought: it is important to establish relationship management. Complementarly, Hyatt, Sutton, Foster and McConnell (2013) advocate that fans have to have greater participation in clubs decisions, ensuring the relationship paradigm.…”

Section: The Sports Marketing In Soccermentioning

confidence: 99%

“…The Brazilian soccer market, although representing less than 1% of this total value, has shown an impressive growth in recent years, and soccer clubs have an increasing need to plan their activities as a means of ensuring their competitiveness, attracting fans, and strengthening their brands. Bauer, Sauer and Schmitt (2005) consider that "sport companies have to be progressive service sellers in order to successfully compete with other leisure offers". In other words, it is important to establish relationship management activities with fans and stakeholders.…”

Section: Introductionmentioning

confidence: 99%

Return on Investment in Sports Marketing Initiatives: A Study Focusing on a Brazilian Soccer Team

Louzada¹,

Costa²,

Giraldi³

2014

IJBA

View full text Add to dashboard Cite

Our study analyzes the sports marketing environment, focusing specifically on soccer, in order to determine how a soccer team marketing department operates in terms of organization, planning, development of activities, and professionalization. The method utilized was based on a Brazilian soccer team case study. Data were obtained by means of a semi-structured interview with one of the members of the Brazilian soccer team marketing department, and complementary data were collected from material supplied by the respondent, from secondary sources and from the Brazilian soccer team website. It was possible to verify how marketing activities are developed by the club and to compare it with what is established by the theory, that is, how to plan and perform sports marketing activities. Moreover, it was possible to propose a structure for evaluating the club marketing performance by identifying the areas responsible for the best results, particularly in terms of financial returns.

show abstract

“…Research has been conducted on the role of team brand on fan attitudes and behavior (Gladden & Funk, 2001, 2002. Studies show that a winning team does not guarantee a strong balance sheet, but rather a strong brand that brings various benefits (Bauer, Sauer, & Schmitt, 2005). Involvement in corporate social responsibility (CSR) is an important means for sports entities to simultaneously fulfill their social goals and improve their organizational image or brand equity, consequently building reputation, loyalty, patronage intention, and financial performance.…”

Section: Introductionmentioning

confidence: 99%

Understanding Corporate Social Irresponsibility on Sports Organizations

Hu¹,

Lee²,

Wong³

et al. 2012

IBR

View full text Add to dashboard Cite

For this study, we sought to understand the conceptualization of sports organizations in the CSR context from the customer perspective. Previous studies have mainly focused on the positive effect of CSR and neglected the negative effect of irresponsible behaviors. The associations on these entities are often treated discretely, whereas the interrelatedness of the associations are overlooked. This research employs the brand concept map (BCM) method to elucidate the complex and interconnected associations of how a sports organization is perceived, and presents these findings in a graphical network structure. The aggregated network of associations in people's memory, consisting of performance, setting, and auxiliary elements, constitutes the core (brand) images and relevant patronage values of an organization. This research contributes to the understanding of sports brand on the association and network levels. This study identifies useful individual associations such as baseball, players, mascots, related products and corporations, CSR-related behaviors, and the interconnection patterns between elements. These identified factors are useful in detecting and developing patronage and in identifying incongruence in the conceptualization of brand and organization image. The interconnectivity and network structure of people's associations are considered by the employed in this methodology in this study. This study identifies the framework of relevant associations, elements, values, and interconnection patterns, which not only provide comprehensive information in understanding complex conceptual perceptions, but might also be leveraged and focused on by marketers for an enhanced creative marketing and communication strategy.

show abstract

Customer‐based brand equity in the team sport industry

Cited by 170 publications

References 30 publications

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

Return on Investment in Sports Marketing Initiatives: A Study Focusing on a Brazilian Soccer Team

Understanding Corporate Social Irresponsibility on Sports Organizations

Contact Info

Product

Resources

About