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Is There More To Merchandise Than Making Money: A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise - Couverture souple

Falck, Alexander; Bergqvist, Rasmus

 
9783838390086: Is There More To Merchandise Than Making Money: A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise
Couverture souple
ISBN 10 : 3838390083 ISBN 13 : 9783838390086
Editeur : LAP LAMBERT Academic Publishing, 2010

Synopsis

Merchandise is one part of the product that a football club offers. Kapferer's (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers' perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject. The purpose was to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club's total turnover and the merchandise turnover contribution from each attending supporter. We found that the Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn't be seen in this thesis.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

Merchandise is one part of the product that a football club offers. Kapferer's (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers' perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject. The purpose was to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club's total turnover and the merchandise turnover contribution from each attending supporter. We found that the Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn't be seen in this thesis.

Biographie de l'auteur

Mr. Falck studied for two years on the economics program in Växjö before deciding to major in marketing. When he returned from a semester in Italy he and Mr. Bergqvist, who had studied on the marketing program for three and a half years with one semester abroad in the US decided to write this International Marketing Strategy thesis together.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2010
Langue
anglais
ISBN 10 
3838390083
ISBN 13 
9783838390086
Reliure
Broché
Nombre de pages
72
Coordonnées du fabricant
non disponible
Personne responsable
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