Graduate School of Business Publications
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Browsing Graduate School of Business Publications by Author "Stotlar, David Kent"
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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.
- 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.