The role of perceived value in football club branding: a developing league perspective

Amu, Prince Yao; Narteh, Bedman; Kodua, Prince

doi:10.1108/ajems-04-2023-0127

Cited by 1 publication

(1 citation statement)

References 64 publications

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“…Prior research also indicates that positive brand associations are indispensable in crafting a robust brand image for a sports club (Mansouri et al, 2024). Favorable associations, such as sporting accomplishments, community involvement, or exemplary professionalism, bolster a club's reputation and contribute to the establishment of a formidable brand esteemed by fans and the broader community (Amu et al, 2024). Studies conducted by Azadi et al (2015) and Mazloomi Soveini (2018) corroborate that positive brand association fosters fans' loyalty to a sports club.…”

Section: Discussionmentioning

confidence: 94%

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Bańbuła

2024

Physical Culture and Sport. Studies and Research

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The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis. The findings of the study evince a positive correlation among all variables under scrutiny, encompassing brand awareness, brand association, perceived quality, brand loyalty, and the overarching construct of CBBE. Notably, perceived quality emerged as the factor showing the highest positive correlation (0.88), thus indicating the most robust positive association with CBBE. However, despite the observed positive relationship, brand awareness manifested the lowest correlation with the overall consumer-based brand equity (0.70), relative to the other investigated factors. Using the insights from this study, amateur sports clubs can strategically manage brand elements to foster brand equity, emphasizing the importance of brand awareness as an initial step in building a positive brand image and fostering fan engagement and loyalty. Overall, the findings provide valuable insights into effective brand management strategies for amateur sports clubs to enhance their brand equity and foster enduring relationships with fans.

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Section: Discussionmentioning

confidence: 94%

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Bańbuła

2024

Physical Culture and Sport. Studies and Research

View full text Add to dashboard Cite

show abstract

The role of perceived value in football club branding: a developing league perspective

Cited by 1 publication

References 64 publications

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

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