Academic literature on the topic 'Athlete brand equity'
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Journal articles on the topic "Athlete brand equity"
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Kristiansen, Elsa, and Antonio S. Williams. "Communicating the Athlete as a Brand: An Examination of LPGA Star Suzann Pettersen." International Journal of Sport Communication 8, no. 3 (September 2015): 371–88. http://dx.doi.org/10.1123/ijsc.2015-0066.
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This article explored how a renowned LPGA golfer, Suzann Pettersen, has built and leveraged her personal brand. Using the athlete brand-equity model as the theoretical framework, a qualitative case study was built by means of interviews and document analyses. Specifically, this case detailed how Pettersen and her management team endeavored to build and manage her personal brand equity through organization-produced and -controlled brand-communications strategies. The findings of this case shed light on the challenges and opportunities that athletes and their constituents face when managing human brands. Moreover, the findings of this case support the use of previously proposed sport-branding conceptualizations in a real-world setting.
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Park, Jae-Ahm, Jun-Mo Sung, Jae-Man Son, Kyunga Na, and Suk-Kyu Kim. "Athletes’ brand equity, spectator satisfaction, and behavioral intentions." Asia Pacific Journal of Marketing and Logistics 31, no. 2 (April 8, 2019): 541–58. http://dx.doi.org/10.1108/apjml-05-2018-0176.
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Purpose The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions. Design/methodology/approach The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys. Findings Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction. Originality/value This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.
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Lee, Sang Il, and Hyun Jung Lee. "The effect of endorsement on brand equity according to LPGA athlete`s image." Journal of Sport and Leisure Studies 29 (May 31, 2007): 177–87. http://dx.doi.org/10.51979/kssls.2007.05.29.177.
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Yıldız, Yavuz, and Alper Kinden. "INVESTIGATION OF CONSUMER ATTITUDES FROM THE PERSPECTIVE OF CONSUMER BASED BRAND EQUITY ON TRACKSUIT BRANDS." Baltic Journal of Sport and Health Sciences 2, no. 105 (2017): 65–70. http://dx.doi.org/10.33607/bjshs.v2i105.27.
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Background. Brand equity has a positive impact on consumers’ selection of products and services, their perception, purchasing intentions, their willingness to pay more for brands. Brand equity is designed to reflect the real value from the perspective of consumer that a brand name holds for the products and services. Measuring brand equity is important because brands are believed to be strong influencers of business outcomes, such as sales and market share. The aim of this study was to describe the brand equity of tracksuits and investigate the purchasing behaviours of the tracksuit consumers. Methods. The research sample consisted of 250 athletes who were selected via random sampling method. “Consumer-Based Brand Equity Scale”, developed by Vazquez, del Rio, and Iglesias (2002), was implemented in order to measure consumer-based brand equity with regard to tracksuit brands. Results. Results of the study showed that the consumer based brand equity did not differ by gender, age, tracksuit usage purpose, tracksuit buying timing. However, it was found that the consumer based brand equity was significantly different in the number of tracksuits owned and the amount of payment. Conclusion. High brand equity brings the willingness to pay more for that brand. Consequently, it can be suggested that high level of consumer based brand equity enhances the amount of purchases and willingness to pay more. Although there are many studies on the brand equity in sports, such as shoes and teams, we have found no research on tracksuits. This research focuses on tracksuits’ brand equity. The results of this research contribute to sports marketing literature.
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Fakhri, Erie Awalil. "Measurıng Consumer-Based Brand Equıty: Evıdence From Indonesıa's Athletıc Footwear Market." Asia Pacific Management and Business Application 009, no. 03 (April 30, 2021): 211–30. http://dx.doi.org/10.21776/ub.apmba.2021.009.03.2.
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Fakhri, Erie Awalil. "Measurıng Consumer-Based Brand Equıty: Evıdence From Indonesıa's Athletıc Footwear Market." Asia Pacific Management and Business Application 009, no. 03 (April 30, 2021): 211–30. http://dx.doi.org/10.21776/ub.apmba.2021.009.03.2.
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Juniantari, Ni Kadek Ayu, and Eka Sulistyawati. "ANALISIS PERBANDINGAN BRAND EQUITY PRODUK OLAHRAGA MEREK NIKE DENGAN MEREK ADIDAS." E-Jurnal Manajemen Universitas Udayana 8, no. 12 (December 3, 2019): 7154. http://dx.doi.org/10.24843/ejmunud.2019.v08.i12.p13.
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This study aims to determine brand equity differences between Nike and Adidas from Denpasar athletes perception. The population in this study are all athletes in Denpasar who use the sport product brand Nike and Adidas to support training activities. The sample that used in this study is 100 respondents using Purposive Sampling method, and the data analysis technique used is Descriptive Analysis and T-test technique. Based on the research result, it shows that there are differences in brand awareness, brand association, perceived quality, and brand loyalty between Nike and Adidas sport product.
Keywords : comparison, brand, brand equity, brand awareness, brand association, perceived quality, brand loyalty
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Phua, Joe, Po-Lin Pan, and Kuan-Ju Chen. "Sport team-endorsed brands on Facebook." Online Information Review 42, no. 4 (August 13, 2018): 438–50. http://dx.doi.org/10.1108/oir-11-2016-0317.
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Purpose Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification. Design/methodology/approach A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods. Findings Results revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention. Originality/value Implications for use of social networking site (SNS)-based brand endorsements as an integral part of brands’ advertising strategies were discussed. Specifically, brands utilizing SNSs to advertise to sport fans should highlight team endorsements, particularly after home game wins, and also target highly identified fans, to maximize positive SNS-based brand evaluations.
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Boyle, Brett A., and Peter Magnusson. "Social Identity and Brand Equity Formation: A Comparative Study of Collegiate Sports Fans." Journal of Sport Management 21, no. 4 (October 2007): 497–520. http://dx.doi.org/10.1123/jsm.21.4.497.
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The authors empirically tested Underwood, Bond, and Baer’s (2001) social identity–brand equity (SIBE) model in the context of fans of a university men’s basketball team. Their model proposes that service marketplace characteristics (venue, team history, rituals, and social groups) enhance one’s social identity to a team. This heightened social identity, in turn, is seen to build brand equity of the team brand. Using the SIBE model as a conceptual framework, a comparative study was conducted across 3 distinct fan groups of the team: current students, alumni, and the general public. Results provide strong support for the effect of social identity on brand equity; regardless of the type of fan, a heightened social identity to the team enhanced the perceived equity of the athletic program (i.e., brand) overall. How social identity was formed, however, differed by fan group. For example, team history showed a significant relationship to social identity for alumni and the general public. Students were most influenced by their sense of the basketball program being part of the local community as a whole. These finding are valuable in knowing how to craft marketing communications for various fan constituencies, as well as understanding how identification to 1 team might be leveraged across all sports in a collegiate athletic program.
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Hanson, Thomas A., Michael R. Bryant, and Katie J. Lyman. "Intercollegiate athletic programs, university brand equity and student satisfaction." International Journal of Sports Marketing and Sponsorship 21, no. 1 (September 17, 2019): 106–26. http://dx.doi.org/10.1108/ijsms-10-2018-0102.
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Purpose The purpose of this paper is to explore relationships among three primary variables: sports spectatorship of intercollegiate football, university brand equity and student satisfaction. The primary purpose is to understand the extent to which athletic programs influence campus culture, sense of community and the satisfaction of undergraduate students. A secondary purpose is to probe the factor structure, reliability and validity of a recently developed sports spectatorship scale. Design/methodology/approach The authors collected data through an online survey of 419 undergraduate students enrolled at three separate Midwestern universities, using previously developed and validated survey scales. Findings Relationships between brand equity and student satisfaction suggest that athletic programs provide a benefit to universities by improving students’ psychological sense of community and emotional connection to the institution. Furthermore, correlations between sports spectatorship and brand equity measures suggest an internal advertising effect. Originality/value The results contribute to the understanding of the role of intercollegiate athletic programs, in this case from the perspective of enrolled undergraduate students. Additionally, the findings recommend ways that universities might maximize some of the benefits by emphasizing the emotional connection of the student body to the teams. The paper also contributes to the validation of the sports spectatorship scale as a tool for further research.
Dissertations / Theses on the topic "Athlete brand equity"
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Hsieh, Meng-Hsuan, and 謝孟軒. "The Study on the Effects of Athlete Sponsorship on Brand Equity." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/70578645697005374618.
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碩士國立交通大學
經營管理研究所
100
Despite of the increasing importance of sports sponsorship in marketing activities for companies across the world, academic research in this area is still inadequate. This research examines the consumer’s perception of a sponsored athlete that competes in a non-team sport as well as the congruence between the athlete and the sponsor will have an effect on the sponsor’s credibility and lead to higher brand equity. The results suggest that a fan’s degree of identification with the athlete along with the level of perceived congruence between the athlete and the sponsor’s brand affects the sponsor’s credibility. The sponsor’s credibility plays an important role in establishing brand equity. The managerial implications of the findings for companies looking to sponsor sports entities are outlined and discussed.
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Yen, Peiwen, and 顏珮雯. "The Effects of Corporate Social Responsibility and Sport Sponsorship on Brand Image and Brand Equity－A Sponsorship Case Study of the Acer with Golf Athlete, Yani Tseng." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/g59993.
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碩士大葉大學
管理學院碩士在職專班
101
In recent years, scholars and entrepreneurs have attached increasing importance to the concept and implementation of corporate social responsibility (CSR). To improve sports culture, Acer has been providing long-term sponsorship to golf sports to contribute to the society. In 2012, Ya-ni Tseng, the golfer sponsored by Acer won the championship of Ladies Professional Golf Association (LPGA), and was ranked the first place among professional athletes in Taiwan. Is Ya-ni Tseng’s world championship helpful to the brand image of Acer? This study took Ya-ni Tseng, the golfer sponsored by Acer, as an example to investigate corporate social responsibility (CSR) and the effect of sports sponsorship on brand image and brand equity. This study conducted a questionnaire survey upon convenience sampling, and retrieved 372 valid questionnaires. The data were analyzed with SPSS and AMOS. The results showed that: (1) companies’ fulfillment of CSR helped to improve the brand image, namely, CSR had a positive effect on brand image; (2) sports sponsorship improved brand image, namely, sports sponsorship had a positive effect on brand image; (3) brand image had a positive effect on brand equity.
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Wang, Chiehyi, and 王捷毅. "A Study of Brand Extension and Brand Equity of Famous Athletic Shoes Brands in Taiwan and Mainland China." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/28789822192084088248.
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碩士大葉大學
國際企業管理學系碩士班
99
In the study, our main object is to discuss (1) the effect of initial parent brand equity on consumer’s brand extension attitude, (2) the effect of category fit on consumer’s brand extension attitude, (3) the effect of image fit on consumer’s brand extension attitude, and (4) the effect of consumer’s brand extension attitude on initial parent brand equity. This study could help the dealer in sport industry to understand how to increase consumer’s purchase intention. This study adopts Structural Equation Modeling (SEM) to examine our model, in order to explore whether there is a correlation between each variables or not, we aimed at the consumers who lives in Taiwan and China (they have the experiences to purchase the well-known brand sports shoes) to survey. We total send 240 questionnaires out. The results of study indicated that there is a positive relationship between initial parent brand equity and consumer’s brand extension attitude, there is a positive relationship between category fit and consumer’s brand extension attitude, there is a positive relationship between image fit and consumer’s brand extension attitude, and consumer’s brand extension attitude provides a positive influence on initial parent brand equity. Key Words: category fit、image fit、initial parent brand equity、consumer’s attitude toward brand extensions 、final parent brand equity
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Jung-ShunYen and 顏榮順. "Brand Image, Brand Equity Research on the Purchase of the Willingness of Professional Athletes-With Adidas, Under Armour for Example." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/7p6g92.
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碩士台南應用科技大學
國際企業經營系碩士班
103
With the pattern of exercising growing more popular these days, industries associated with sports are gradually flourishing. More and more sports merchandise are available for consumers to choose from, the competition between sport brands increases by the day. Nike took the top spot for being the most valuable sport brand according to Forbes magazine of 2014 with market value of 19 billion USD, Adidas and Under Armour took third and fifth place respectively, their market value being 5.8 billion USD and 4.1 billion USD, which are not far from each another. Under Armour is expanding quickly in the United States, surpassing Adidas to become the second largest sports equipment supplier, starting another heated battle across the world. How to survive or to maintain their original status is a subject that all sports equipment suppliers must confront. As numerous researches show that brand image and the degree of identifying oneself with brand equity has a significant impact on the willingness to purchase. Therefore, this research would like to explore how brand image and brand equity of Adidas and Under Armour affect professional athletes’ willingness to purchase these two brands. This research surveyed professional athletes from 7 colleges and universities in Tainan. Total of 424 effective valid questionnaires were return out of 500, with reclaim rate of 84.8 percent. The results show that Adidas has an advantage over Under Armour in either its brand image or brand equity. Single variables analyses were used to evaluate whether population variable has a significant difference on brand image, brand equity or willingness to purchase. The results are as follows: first, Adidas has significant difference on the aspect of the areas people live in. Secondly, male athletes have higher percentage of recognition to Under Armour when it comes to brand image, brand equity or willingness to purchase. This research uses regression analysis to understand whether Adidas’s and Under Armour’s brand image, brand equity or willingness to purchase are related, the results indicate Adidas’s and Under Armour’s brand image, brand equity has a positive effect on the athlete’s willingness to purchase, but Adidas’s brand reputation has a negative effect on the willingness to purchase. This research suggests Adidas can launch promotions aimed at regions with poor sales, to improve brand image. Female customers are not very familiar with Under Armour, promotional activities and experience marketing, or use famous female athletes as spokeswoman can be utilized to expand women’s market.
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Lien, Hsin, and 連新. "The Impact of Athlete's Endorsement on Brand Equity and Purchase Intention: Product Category as Moderator." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/00765184796726533713.
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碩士中國文化大學
國際企業管理研究所
96
As the domestic athletes’ performance getting much more spectacular these years, the credibility of athlete’s endorsement has been an important issue in the research area of marketing. But in the previous literature, the whole research literature regarding the credibility of athlete’s endorsement, brand equity and purchase intention is quite defi-cient. Therefore, the main discussion of this research is about the credibility of ath-lete’s endorsement, brand equity and purchase intention, and use product category as moderator to investigate the result which during various variables mutually affects. We use experimental design to make proper questionnaire for the investigation. The samples of this study were collected from the consumers of college students. Total sample size was 250 consumers, and valid sample size 210 consumers. The results of this research are listed as follows: 1. The credibility of athlete’s en-dorsement significantly influences the brand equity. 2. The relationship of credibility of athlete’s endorsement and brand equity will be moderated by product category. 3. The brand equity of the product endorsed by athletes significantly influences the pur-chase intention.
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YA-HAI, LU, and 盧雅慧. "A Study of the Interactions among Product Involvement Brand Equity and Customer Lifetime Value- an Example of International Brand on Athletic Shoes." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/68439278493370887462.
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碩士大葉大學
國際企業管理學系碩士在職專班
94
ABSTRACT Accompanied with the prevalent atmosphere toward to athletic and leisure activities, people in Taiwan are gradually enhanced their demand for sport consuming products. Based on the example of an international brand of athletic shoes, this study investigated the relationships of product involvement level, brand equity, life style, and customer lifetime value. Moreover, it examined the effects of brand equity by sub-grouping the respondents into various lifestyles. The study proposed a research methodology to test the university students in the northern Taiwan areas. 420 students were requested to answer the questionnaire. The effective respondents were 307 with a valid response rate of 73%. Specifically, data were analyzed by descriptive statistics, MANOVA, factor analysis, and regression analysis. The research results of the study concluded as following: 1.The product involvement is influenced by brand equity. Especially, factor perceived hedonic value benefit is influenced by brand equity. 2.The brand equity is influenced by customer lifetime value. Especially the brand loyalty factor and the brand association benefit factor are influenced by customer lifetime respectively. 3.The product involvement is influenced by customer lifetime value. Especially, fan identification factor and word of mouth benefit factor are influenced by customer lifetime value. 4.Life style is influenced by brand equity. The research results facilitate the understanding of consumers’ brand royalty and interests, specifically for an international sneaker brand . It provides management implications for policymakers in delineating their marketing strategies. Key Words： Product Involvement、Brand Equity、Customer lifetime Value
Books on the topic "Athlete brand equity"
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McClearen, Jennifer. Fighting Visibility. University of Illinois Press, 2021. http://dx.doi.org/10.5622/illinois/9780252043734.001.0001.
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Over the first twenty years of the Ultimate Fighting Championship’s (UFC) history, the mixed-martial arts (MMA) promotion adamantly excluded female athletes and upheld sports media’s time-honored tradition of ignoring and undervaluing sportswomen. Yet, in the early 2010s, Ronda Rousey burst onto the MMA stage and convinced the UFC to include women, which ushered in a new fervor for female athletes in a male-dominated cultural milieu. The popularity of women in the UFC might suggest that female athletes in combat sports are breaking the barriers of a notoriously stubborn glass ceiling. However, as the first academic book analyzing the UFC as a sports media brand, Fighting Visibility urges advocates of women’s sports to consider the limits of representation for cultural change and urges caution against the celebratory discourse of women’s inclusion. Part cultural history of the UFC as a media juggernaut and part cautionary tale for the future of women as sports laborers, Fighting Visibility argues that the UFC’s promotion of diverse female athletes actually serves as a seductive mirage of progress that enables the brand’s exploitative labor practices. The UFC’s labor model disproportionately taxes female athletes, particularly women of color and gender nonnormative women, despite also promoting them at unprecedented levels. Fighting Visibility complicates a prevalent notion among sports scholars, activists, and fans that the increased visibility of female athletes will lead to greater equity in sports media and instead urges us to question who ultimately benefits from that visibility in neoliberal brand culture.
Book chapters on the topic "Athlete brand equity"
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Costa, Ana, and Ana Lorena Marche. "Brand Equality Explorative Journey on Personal Brand Construction of 2020 Paulistão feminino Athletes." In Women’s Football in Latin America, 105–21. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-07976-4_7.
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Yamashita, Miki, and Sue Shinomiya. "Naomi Osaka." In Women Community Leaders and Their Impact as Global Changemakers, 286–91. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-2490-2.ch048.
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“It's OK to not be OK.” With this simple sentence, which has become a rallying cry for a pandemic-weary world, Naomi Osaka secured her place as a leader and global changemaker. Today, she is a world-renowned celebrity, being the first Asian tennis player, male or female, to reach number one, winning four Grand Slam tournaments and becoming one of the highest paid athletes of all time, global brand spokesperson, social media sensation, and fashion trend-setter in her own right. More importantly, though, she is celebrated as a champion of social justice and racial equality, lighting the Olympic Cauldron at Tokyo 2020 and unwittingly ignited a global movement for mental health openness, all before the tender age of 24. She stands out as one of the most important female sports figures and rising women leaders of our times.