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Browsing Graduate School of Business Publications by Author "Charumbira, Lysias Tapiwanashe"
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- ItemDeveloping A Conceptual Framework for Assessing Media-Based Brand Equity In Professional Sports Teams(Exclusive Journal Publishing House, 2015-12) Charumbira, Lysias Tapiwanashe; Stotlar, David KentThe purpose of this exploratory sequential mixed methods study was to examine the brand perceptions held by media-based consumers of products and services of professional sports teams. The findings were used to construct the Conceptual Framework for Assessing Media-Based Brand Equity in Professional Sports Teams., in an attempt to bridge the gaps in existing sports team brand equity literature, where currently, there is no framework that explicitly addresses sport brand equity from a media-based consumer’s perspective. Practically, the proposed Conceptual Framework sought optimise the use of the media as a brand-building tool and source of revenue by professional sports teams. It conceptualizes “Media-Based Brand Equity” as an aggregate of brand awareness and brand associations. The combined effect of brand awareness and brand associations can generate negative or positive relationships in the marketplace. This explains why professional sports teams that are perceived as strong brands by media-based consumers receive beneficial media coverage .On the other hand, being perceived as having negative perceived brand equity by media practitioners can cripple the ability of professional sports teams to attract beneficial media coverage.
- ItemThe Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations(International Journal of Marketing and Business Communication, 2014-07) Charumbira, Lysias TapiwanasheThe study was conducted to determine the effectiveness of sports marketing strategies used by Zimbabwe’s four collegiate sports federations. Its ultimate aim was to increase knowledge on how local sports marketers can use marketing strategy to develop brands which resonate with customers. Fitting with the phenomenological approach, Yin’s (2003) model for comparative case studies using multiple sources was adopted. This explains why a methodological triangulation of semi-structured questionnaires, focus group discussions, and document analysis was used to collect data from the presidents of the federations and 67 purposively sampled users of their brands. Mixed methods research data analysis procedures were used to analyze data and descriptive statistical measures were used for data display. The findings show that Zimbabwean collegiate sports federations are using ineffective and inappropriate sports marketing strategies. This explains why the levels of brand resonance equity in the industry are low.
- ItemPerceived Brand Equity in Professional Sports Teams: A Zimbabwean Consumers’Perspective(Asian Business Consortium, 2015-09-18) Charumbira, Lysias TapiwanasheThe study explored the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football teams and developed a strategic brand management framework that can bridge existing practical and theoretical knowledge gaps in the management of sports brands in the country. The study was grounded on the exploratory sequential mixed methods research design. In the qualitative strand of the study, data was collected by means of such qualitative data collection procedures as, free-thought listing, semi-structured interviews and focus group discussions. The findings from the qualitative phase were used to generate data collection instruments for questionnaire survey and assess the overall prevalence of the variables that were identified in the first phase from a large number of users of football brands. The NVivo 10 and SPSS version 21.0 software packages were used to analyze qualitative and quantitative data, respectively. The study identified and classified the antecedents of brand perceptions held by Zimbabwean consumers for professional sports teams into consumption experience-trigged antecedents, significant others-triggered antecedents and sports entity-triggered antecedents. The results show that fan loyalty trends for local professional football teams function in tandem with the ethnic identity systems in the country. However, the globalization of football has led to the dilution of national particularities in the game. The findings support the conceptualization of perceived brand equity in as an aggregate of brand awareness and brand associations. Zimbabwean consumers of football brands perceived European professional football teams as the market leaders in their brand category .South African professional football teams were ranked second and Zimbabwean professional football teams were positioned at the bottom of the brand leadership rankings in the minds of Zimbabwean consumers of football brands. The study illustrated how the brand the perceptions held by Zimbabwean corporate and individual consumers for professional football teams have generated negative and positive market consequences.
- ItemStrategic Management in Zimbabwean Profit and Non-profit Organizations: Identifying the Missing Tools in the Strategy Implementation Kit Bag(CC-BY-NC, 2014) Charumbira, Lysias TapiwanasheThe purpose of this study was to identify the determinants of strategic success or failure in Zimbabwean Profit and Non-Profit Organizations. The convergent parallel mixed methods research design was adopted as the guiding model for the data collection, analysis and interpretation process in this study. This explains why data was collected through a concurrent parallel methodological triangulation of questionnaires, semi-structured interviews, and document analysis. Quantitative data was analyzed using the Statistical Package for Social Sciences (SPSS) version 21.0 while the analysis of qualitative data was performed using the NVivo 10 data analysis software. The study established that there is a high rate of strategy implementation failure in Zimbabwean Profit and Non-profit Organizations. The failure to build the distinctive competences and resource capabilities needed for successful strategy implementation was identified as the main cause of strategic failure in these Organizations
- ItemUnpacking the Integrative Conceptual Framework for Assessing Perceived Brand Equity In Professional Sports Teams(Exclusive Journal Publishing House, 2015-12) Charumbira, Lysias Tapiwanashe; Stotlar, David KentThe purpose of this study was to determine the antecedents, nature and market consequences of brand perceptions held by Zimbabwean consumers for professional sports teams. The exploratory sequential mixed methods research design was utilised as the guiding model for the data collection, analysis and interpretation process in this study. The findings from the study were used to develop a conceptual model which is grounded on the subjective, intangible, experiential and multidimensional nature of sport consumption, coined as the Integrative Conceptual Framework for Assessing Perceived Brand Equity in Professional Sports Teams. The goal was to bridge the knowledge gaps in existing sports brand equity models, which tend to ignore those sports fans who consume sports products through such third party sources as the radio and newspapers , as well as the fact that, in the real world, most sports fans use more than one mode consumption to consume their favourite sport. The framework identifies several factors, which lead to the creation of brand equity in professional football teams and grouped into three categories by clustering related elements together. The proposed framework conceptualised brand equity in professional sports teams as an aggregate of brand awareness and associations. It also identifies the positive and negative market consequences that professional sports teams derive from being perceived as strong or weak brand by consumers.
- ItemThe Use of Sport Sponsorship as a Brand Equity Building Tool by Zimbabwean Companies(Global Institute for Research and Education, 2015-08) Charumbira, Lysias Tapiwanashe; Charumbira, JudithThis paper examines how Zimbabwean companies use sport sponsorship to build and leverage their brands. Data was collected from eight purposively sampled Zimbabwean sport sponsoring companies by means of questionnaires and document analysis. Descriptive statistical measures were used to analyze and present the quantitative data. Willig’s (2001) four stages model of analyzing phenomenological data was used to analyze qualitative data. The study established that sponsorship had positive and negative brand equity building consequences. The findings show that sponsorship objectives and selection are based on business considerations, such as; ensuring maximum returns on sponsorship investment. It was also noted that companies have difficulties in assessing the value of sponsorship. Other findings include the fact that; sponsorship is an element of the integrated marketing communication mix which is mainly used in the introduction, growth and maturity stages of the product life cycle. According to the study, ambush marketing is yet to have adverse effects on Zimbabwean sport sponsoring companies.