دانلود رایگان مقاله لاتین بررسی ارزش نام تجاری تیم ورزشی از سایت الزویر
عنوان فارسی مقاله:
بررسی پیشنهادی از ارزش برند تیم ورزشی: دیدگاه دوگانه شناسایی
عنوان انگلیسی مقاله:
Examining the antecedents of sport team brand equity: A dualidentification perspective
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
2. Theoretical background and hypotheses development
2.1. Brand equity in the team sport setting According to Keller (1993, 2003), customer-based brand equity refers to the differential effect that brand knowledge (including brand awareness and brand image) has on consumer response to the marketing of that brand. This knowledge is useful for helping sport team managers understand how to influence their fans and the mental association toward their brands (Biscaia et al., 2016). In the sport setting, brand equity refers to the value that fans attach to their favorite team’s name and symbol (Gladden & Milne, 1999. For sport teams, much of this value is inherent in the experiences related to certain activities, such as attending games and supporting the team (Watkins, 2014). In line with Watkins (2014), we define sport team brand equity as the value of the brand in the mind of the consumer. Gladden et al. (1998) and Gladden and Milne (1999) proposed that sport team brand equity is commonly associated with a team, a university, and market-related factors, such as the acquisition of assets and the enhancement of customer relationships in either the college or professional sport setting. Several researchers have developed multidimensional scales to measure brand equity in relation to sport organizations in a variety of sport settings (Biscaia et al., 2013; Biscaia et al., 2016; Ross et al., 2008; Ross, 2006). For instance, based on Keller’s (1993) customer-based brand equity model, Bauer et al. (2005) developed a consumer-based brand equity scale (BETS) in the professional team sport industry. Ross (2006) and Ross et al. (2008) developed, and Biscaia et al. (2013, 2016) refined, the spectator-based brand equity (SBBE) scale for both the professional and the collegiate sport contexts. Moreover, scholars have examined the antecedents of sport team brand equity; in particular, a variety of social identity– based identifications have received much attention. Based on Underwood et al.’s (2001) SIBE framework, Boyle and Magnusson (2007) supported the idea that collegiate teams’ history, group experience (i.e., salient and community group), and venue positively affect social identity, leading to team brand equity. Watkins (2014) further confirmed that group experience and venue positively influence identification and sport team brand equity in the professional team sport context. In their study, Stokburger-Sauer and Teichmann (2014) found that identification with the sport team brand benefits consumer response to professional football team brands. However, these findings shed little light on how single and specific targets of identification influence sport team brand equity. Whether different targets of identification simultaneously influence sport team brand equity is a question that remains incompletely answered.Some identification targets exist concurrently in various sport settings. For instance, Heere et al., 2011 and Katz and Heere (2016) confirmed that both university identification and team identification significantly and positively affect fan behaviors. Wear et al. (2016) found that university identification and team identification leads to brand equity for university basketball team sportswear sponsors. More specifically, the dual-identification model exists in both the context of employees within North America professional sport organizations (Swanson & Kent, 2015) and multiple online-gaming context (Badrinarayanan, Sierra, & Martin, 2015) that influence sport organization employees’ and online gamers’ behavior, respectively. However, no other researchers have empirically measured the formation of sport team brand equity from the dual-identification perspective. In this study, we integrate two identification-related theories to develop a dualidentification model for examining the role of different identifications on sport team brand equity.
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کلمات کلیدی:
Examining the antecedents of sport team brand equitPDF]A proposed model for measuring the brand equity in sports - Esic www.esic.edu/documentos/revistas/esicmk/070614_112200_i.pdf by ÁF Villarejo-Ramos - Cited by 4 - Related articles In the sport world there are teams toward which the consumers feel a ... rent antecedents that affect the brand equity of sport organizations and sug- gest the ... [PDF]Developing an Holistic Sports Brand Equity Framework - The Case of ... https://marketing.conference-services.net/resources/327/.../AM2014_0247_paper.pdf perception of a professional sports team brand and how these components can .... identified three core antecedents to the creation of sports brand equity,. Sport team brand-equity index: a new measurement | Journal of ... www.emeraldinsight.com/doi/full/10.1108/JIBR-07-2016-0069?fullSc=1&mbSc=1 The work represents a novel effort for developing a team-based brand equity and, .... antecedents of sports-based brand equity into three classes: team-related, ... Perceived Brand Equity in Professional Sports Teams: A Zimbabwean ... journals.abc.us.org/index.php/abr/article/view/660 by LT Charumbira - 2015 - Cited by 4 - Related articles The study explored the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football ...y: A dualidentification perspective
