New measure of brand equity status of a basketball club

ABSTRACT

“Brand Status” is defined as a measure that examines the equity “health” and “strength” of a brand in each stage of the brand value chain. A six-stage brand value chain model was developed where Stage I highlights the marketing efforts of the brand equity building; Stage II focuses on the customer’s attitudinal mind-set; Stage III describes actual customer behavioral outcomes (such as attachment and commitment); Stage IV refers to the strength of the brand and its relative advantage in the marketplace (such as brand preference, re-purchase, and premium pricing); Stage V reflects the company gains in sales and profits and the last, Stage VI refers to financial value of the brand for shareholders. Analyzing data obtained from 1,330 fans of basketball clubs gave sufficient evidence to propose a “new” model that can be used to estimate the value scores of the brand’s equity status for each of the various stages in the model and provide the brand’s total brand equity status score.     

Brand Lovemarks Scale of Sport Fans

This study developed and tested a new Lovemarks scale that can measure market positions representing love and respect for a sport team or club. Based on exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and nomological network analysis, the research establishes the validity and reliability of the scale for football and basketball teams. This Lovemarks scale for sport teams represents the marketing brand equity for sponsors, advertising, merchandising etc. and provides a new way to classify sport spectators; the “Lovemarks Fans”; “Performance & Quality Fans”; “Fads Spectators”; and “Spectators”.     

Time perception in the diffusion of safety hazard information

Under natural marketplace conditions for a period of 12 weeks, the effect of relevance on time perception was examined in the diffusion of safety hazard information about the use of a brand of tampon. As hypothesized, a two-stage log-linear model showed that the relevance of the health hazard threat was positively related to time distortion.