Unpacking the Integrative Conceptual Framework for Assessing Perceived Brand Equity In Professional Sports Teams
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Date
2015-12
Journal Title
Journal ISSN
Volume Title
Publisher
Exclusive Journal Publishing House
Abstract
The 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.
Description
Keywords
Perceived Brand Equity, Consumption Experience-Trigged Antecedents, Significant Others- Triggered Antecedents, Sports Entity-Triggered Antecedents
Citation
Charumbira, L. T. and Stotlar, D. K. (2015). Unpacking the Integrative Conceptual Framework for Assessing Perceived Brand Equity In Professional Sports Teams.