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| Tekijä: | Bauer, H.H. Sauer, N.E. Schmitt, P. |
| Otsikko: | Customer-based brand equity in the team sport industry: Operationalization and impact on the economic success of sport teams |
| Lehti: | European Journal of Marketing
2005 : VOL 39:5-6, p. 496-513 |
| Asiasana: | Marketing Brands Customers Sports industry Models Germany |
| Kieli: | eng |
| Tiivistelmä: | The paper aims to refine existing customer-based brand equity (hereafter as: b-e.) models for the team sport industry and to examine the importance of b-e. in the professional German soccer league called Bundesliga. The b-e. measure is related on an aggregate level to objective means of economic success (here as: e-s.). Online sampling with a total database of almost 1.600 usable questionnaires is utilized for analysis. The results highlight the adequacy of a parsimonious b-e. model in team sport (BETS) model and the importance of the brand in team sport for e-s. |
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