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Full-Text Articles in Business
Using Exploratory Factor Analysis To Identify Star Players’ Effects On The Branding Process Of Professional Sports Teams, N. David Pifer, Jennifer Y. Mak, Won-Yul Bae, Jarrod Schenewark
Using Exploratory Factor Analysis To Identify Star Players’ Effects On The Branding Process Of Professional Sports Teams, N. David Pifer, Jennifer Y. Mak, Won-Yul Bae, Jarrod Schenewark
Association of Marketing Theory and Practice Proceedings 2013
Given the extremely competitive nature of professional sports and the high levels of risk associated with exorbitant player salaries, it is important for management to examine the specific effects that star players can have on a sport franchise’s brand. Gladden and Milne (1999) provided an early framework for examining the relationship between marquee athletes and a team’s brand by developing a model to assess brand equity in professional sport. This model, based largely on previous work by Aaker (1991), listed the star player as a product-related antecedent capable of generating brand equity that could bring about national media exposure, merchandise …
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang
Association of Marketing Theory and Practice Proceedings 2013
Branding is instrumental in achieving success in today’s highly competitive markets. Successful brands are those that differentiate themselves from competition in the minds of consumers even though they satisfy the same needs. Brand name, logos, jingles, slogans, brand personalities/characters, URL of a web site, signs and packages, letterheads, business cards are some of the tools that companies and organizations use as part of their external branding efforts. Companies typically spend considerable sums in their logo design activities. Some of them even try to revive their brands by changing their logos over time. Despite the importance of this research topic, little …
Effects Of Market Orientation On University Brand Equity, Trang Phuc Tran, Charles Blankson
Effects Of Market Orientation On University Brand Equity, Trang Phuc Tran, Charles Blankson
Association of Marketing Theory and Practice Proceedings 2013
Given the propensity of brand equity to act as a good information resource and performance evaluation system for market-oriented universities, the current study proposes that market orientation is positively correlated with brand equity in an academic institution where brand equity is operationalized by four dimensions: perceived quality, brand awareness, brand association, and brand loyalty. This study used open ended interviews to investigate brand equity concept in an educational environment. This method was designed to get individual observations of brand equity from the leaders of colleges and schools. Three Deans and Associate Deans were invited to participate in face-to-face open-ended discussions …