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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 - Softcover
Inhaltsangabe
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.
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Reseña del editor
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.
Biografía del autor
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.
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.
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Is There More To Merchandise Than Making Money
Verlag:
LAP LAMBERT Academic Publishing Jul 2010, 2010
ISBN 10: 3838390083
ISBN 13: 9783838390086
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Anbieter: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Deutschland
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Taschenbuch. Zustand: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 72 pp. Englisch. Bestandsnummer des Verkäufers 9783838390086
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Is There More To Merchandise Than Making Money
Verlag:
LAP LAMBERT Academic Publishing, 2010
ISBN 10: 3838390083
ISBN 13: 9783838390086
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Zustand: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Falck AlexanderMr. Falck studied for two years on the economics program in Vaexjoe 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 t. Bestandsnummer des Verkäufers 5419248
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Is There More To Merchandise Than Making Money
Verlag:
LAP LAMBERT Academic Publishing Jul 2010, 2010
ISBN 10: 3838390083
ISBN 13: 9783838390086
Neu
Taschenbuch
Anbieter: buchversandmimpf2000, Emtmannsberg, BAYE, Deutschland
Verkäuferbewertung 5 von 5 Sternen
Taschenbuch. Zustand: Neu. Neuware -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.Books on Demand GmbH, Überseering 33, 22297 Hamburg 72 pp. Englisch. Bestandsnummer des Verkäufers 9783838390086
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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
Verlag:
LAP LAMBERT Academic Publishing, 2010
ISBN 10: 3838390083
ISBN 13: 9783838390086
Neu
Taschenbuch
Anbieter: AHA-BUCH GmbH, Einbeck, Deutschland
Verkäuferbewertung 5 von 5 Sternen
Taschenbuch. Zustand: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - 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. Bestandsnummer des Verkäufers 9783838390086
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