Brand Management Strategy for Korean ... - Brunel University

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ACRONYMS C-C identification “Consumer-Company identification” F-T identification “Fan-Team identification” K-League “Korean professional football league” ix
CHAPTER 1. INTRODUCTION These days, professional sports are pervasive of all demographic groups. Sports form a cornerstone of contemporary culture and are generally accepted as the culture of the world (Katz, 1994). Professional sports can be distinguished from other businesses in a number of ways; stadium lease arrangements, monopolistic negotiations for broadcasting rights, territorial rights in existing geographic markets, and the depreciation in capital over time of player contracts (Flavián and Guinalíu, 2005). The relationship between sports teams and their fans is the most important aspect of professional sport which has long defined it as being a separate entity to other business ventures, and has been the subject of research within many disciplines. The particular relationships between sports teams and their fans has been used to explain various phenomenon including aggression on the part of fans (Goldstein and Arms, 1971), the way in which fans see themselves (Hirt and Zillmann, 1985), and even the results of sports tournaments (Greer, 1983). The sports fan-team relationship has obvious implications in terms of the business perspective, particularly in relation to issues such as season ticket purchases, game attendance figures, and sales of team merchandise, among others. In particular, football is one of the world’s favourite sports. Millions of people around the world play football, and its industry produces greater revenue than any other sports. Important football tournaments, such as the World Cup, generate a higher degree of interest than even the Olympic Games. Professional football leagues around the world 1
Page 1 and 2: Brand Management Strategy for Korea
Page 3 and 4: ABSTRACT This research recommends a
Page 5 and 6: 2.3.3.1 The link between team ident
Page 7 and 8: 5.2.6 Red Devils and Be the Reds (C
Page 9: Figure 28. Summary of Results (Hypo
Page 13 and 14: 1983. Unlikely sports teams in Euro
Page 15 and 16: Year Games Total Average 1983 40 83
Page 17 and 18: From the perspective of CRM (Custom
Page 19 and 20: esult testified among Korean footba
Page 21 and 22: 1.1.2 Objectives Refining the exist
Page 23 and 24: Chapter 1 (Introduction) This chapt
Page 25 and 26: Chapter 7 (Discussion) This chapter
Page 27 and 28: customer in such a way as to commun
Page 29 and 30: strengths of the product the brand
Page 31 and 32: and identity is an integral part of
Page 33 and 34: all associations that are retrieved
Page 35 and 36: excitement of watching their favour
Page 37 and 38: 2.3. Identification 2.3.1. Fan-Team
Page 39 and 40: of Daniel Wann and his colleagues.
Page 41 and 42: Wann (2006) A method to measure a f
Page 43 and 44: customers use brand affiliation as
Page 45 and 46: high influence on consumerism, and
Page 47 and 48: (Gwinner and Eaton, 1999; Gwinner,
Page 49 and 50: A number of researchers have agreed
Page 51 and 52: 2005). Bhattacharya and Sen (2003)
Page 53 and 54: attends matches (Backman and Crompt
Page 55 and 56: 2.4.1. The link between F-T identif
Page 57 and 58: The definitions of brand loyalty fo
Page 59 and 60: elationships between team identity,
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organisation; attitudinal benefits
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CHAPTER 3. METHODOLOGY The purpose
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The purpose of the first step is to
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analysed using the factor analysis
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of a partial event in a population,
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allows individual readers to make t
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differences between males and femal
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teams, (2) how much they know about
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igorous testing one might expect (D
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1956). In addition, in order to exa
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and identity in team sports by cons
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procedure and expectations, a detai
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Figure 2. Screen Plot Although the
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team identity scale. The resulting
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dimensions: experience, visual, non
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its meaningful background and histo
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This identity, however, works in a
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several ways in which a website can
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As fans come to believe that their
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5.1.5 Logo A logo, being an image a
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5.1.6 Colour Teams have traditional
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The UTSA (The Uniform and Textile S
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In the case of the football teams,
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The teams that have become synonymo
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5.1.10 Owner Team owners can provid
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to have similar qualities (Mullin e
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Several research studies done on te
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The star players can play a crucial
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Barcelona's Nou Camp, Newcastle's S
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5.2.2 FC Barcelona with Unicef (Spo
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Catalonia to a worldwide scale duri
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MyFC has shown a progressive model
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prepares and produces cheering inst
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Football teams‟ logos usually bor
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organisation. In fact, a lot of Kor
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5.2.7 FC Arsenal (Uniform) Arsenal
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123
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5.2.8 A.F.C. Wimbledon (Regional pr
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It has been broadly known that relo
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2008). The teams possess large base
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Source: Jasonplant (2008) Figure 18
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The case of FC United offers an imp
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This nickname, in fact, even more e
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Olympique Lyon play their home game
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global sporting icon, especially in
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much of the £24.5 million that Rea
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identity similarity and distinctive
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CHAPTER 6. EMPIRICAL STUDY 2 The pu
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Experience Identity Visual Identity
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identification, attitudinal loyalty
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Attitudinal loyalty The attitudinal
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6.2 Assessing the Measurement Model
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Items My favourite team has a disti
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Construct Items Cronbach’s alpha
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159 Product Identity Visual Identit
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Identity Attractiveness(η4): λ14
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The Lisrel output furnishes some me
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H1b: Visual identity has a positive
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H2c: Non-product identity has a pos
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This relationship has a parameter e
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H5: Identity distinctiveness has a
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H9: Attitudinal loyalty has a posit
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In the first step, consumers‟ psy
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To implement an efficient identific
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The key contribution of the finding
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7.3 Implications This research has
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7.3.2 Practical Implications 1) Thi
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7.4 Limitations and Directions for
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Ambler, T., Bhattacharya, C.B., Ede
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Available at: http://www.bbc.co.uk/
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Bolton News, 2005. FC United in Lei
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Colchester, M., 2008. One Team Gets
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International Sports Journal, 7(1),
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Funk, D. C. & James, J. D., 2006. C
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Hirt, E.R. & Zillmann, D., 1992. Co
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Johnson. T., 1984. The myth of decl
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Lederer, C. & Hill, S., 2001. See y
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Medsker, G.J., Williams, L. J. & Ho
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Parker, K. & Stuart, T., 1997. The
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Schmidt, K., 1995. The Quest for Id
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Swann, W.B., Jr. 1987. Identity neg
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Wakefield, K.L., 1995. The pervasiv
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Available at: http://www.entreprene
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APPENDIX 1 Survey for Football Team
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1. What is the football team you su
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☺ Thanks for your cooperation ☺
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email address here ________________
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Part 3: The questions in this part
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APPENDIX 3 Survey for Football Team
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1. What is the football team you su
Page 241 and 242:
Part 4: The questions in this part
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