Academic journal article Research Quarterly for Exercise and Sport

A Case Study Analysis of the Brand Equity Conceptual Model in Intercollegiate Athletics. (Sport Management/Administration)

Academic journal article Research Quarterly for Exercise and Sport

A Case Study Analysis of the Brand Equity Conceptual Model in Intercollegiate Athletics. (Sport Management/Administration)

Article excerpt

Aaker (1991) defined brand equity as the set of assets of awareness, positive associations, and loyalty that are linked to the brand and can add (or subtract) from the value of the product to the customer. The brand equity equation mirrors the circular nature of the feedback loop specified by the Conceptual Framework for Assessing Brand Equity in Division I College Athletics developed by Gladden, Milne, and Sutton (1998). That is, in a given year the brand equity of an athletic program would be the cumulative product of the antecedents of equity in that year, as well as the brand equity and, consequences from the previous year. Thus, the brand equity characteristics of brand awareness, loyalty, associations, and perceived quality are impacted by any of the antecedents: team- (head coach or star player), organization- (school reputation or conference affiliation) and market-related (geographic or competitive forces). This brand equity affects consequences of media exposure, merchandise, and ticket sales, which then are reflected by the marketplace perception, equating to generated revenue. This circular feedback loop then continues on a yearly basis. The purpose of this investigation was to determine which, if any, brand equity antecedent(s) significantly impacted an intercollegiate athletic organization from one season to the compledon. …

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