New measure of brand equity status of a basketball club |
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| Authors: | Avichai Shuv-Ami Ioanna Papasolomou |
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| Institution: | 1. School of Business Administration, The College for Academic Studies, Or Yehuda, Israel;2. Marketing Department, School of Business, University of Nicosia, Nicosia, Cyprus |
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| Abstract: | 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. |
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| Keywords: | Bramd image brand equity brand knowledge brand status brand value chain commitment company base brand equity customer base brand equity equity financial base brand equity football clubs football fans lovemarks marketing base brand purchase intention sport spectator identity |
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