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Статті в журналах з теми "Athlete brand equity"
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.
Повний текст джерелаPark, 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.
Повний текст джерелаLee, 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.
Повний текст джерелаYıldız, 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.
Повний текст джерелаFakhri, 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.
Повний текст джерелаFakhri, 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.
Повний текст джерелаJuniantari, 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.
Повний текст джерелаPhua, 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.
Повний текст джерелаBoyle, 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.
Повний текст джерелаHanson, 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.
Повний текст джерелаДисертації з теми "Athlete brand equity"
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.
Повний текст джерела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.
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.
Повний текст джерела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.
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.
Повний текст джерела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
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.
Повний текст джерела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.
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.
Повний текст джерела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.
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.
Повний текст джерела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
Книги з теми "Athlete brand equity"
McClearen, Jennifer. Fighting Visibility. University of Illinois Press, 2021. http://dx.doi.org/10.5622/illinois/9780252043734.001.0001.
Повний текст джерелаЧастини книг з теми "Athlete brand equity"
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.
Повний текст джерелаYamashita, 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.
Повний текст джерела