Brand Management Strategy for Korean ... - Brunel University

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fans. Therefore it is necessary for them to form a new brand management strategy based on consumer research. League Country Season 4 # of Teams Games Total Attendance Average Attendance Bundesliga Germany 2007-08 18 306 11,815,215 38,612 Premier League England 2007-08 20 380 13,676,390 36,076 La Liga Spain 2007-08 20 380 11,067,120 29,124 Serie A Italy 2007-08 20 380 8,808,400 23,180 Ligue 1 France 2007-08 20 380 8,285,686 21,804 J. League 1 Japan 2007 18 306 5,838,771 19,081 Eredivisie Netherlands 2007-08 18 306 5,731,992 18,732 Campeonato Brasileiro Serie A Chinese Super League Scottish Premier League Russian Premier League Brazil 2007 20 380 6,582,976 17,461 China 2007 16 210 3,715,000 15,119 Scotland 2007-08 12 228 3,400,567 14,915 Russia 2007 16 240 3,147,567 13,114 K-League South Korea 2007 14 188 2,298,774 12,227 Source: Wikipedia (2009) Table 1. Attendances of major professional football leagues 2007-2008
Year Games Total Average 1983 40 838,956 20,974 1984 114 1,051,446 9,223 1985 84 452,972 5,393 1986 102 344,028 3,373 1987 78 341,330 4,376 1988 60 360,650 6,011 1989 120 778,000 6,483 1990 90 527,850 5,865 1991 121 1,480,127 12,232 1992 123 1,353,573 11,005 1993 105 851,190 8,107 1994 126 893,217 7,089 1995 144 1,516,514 10,531 1996 182 1,911,347 10,502 1997 180 1,218,836 6,771 1998 185 2,179,188 11,780 1999 195 2,752,953 14,413 2000 194 1,909,839 10,052 2001 181 2,306,861 12,745 2002 181 2,651,901 14,651 2003 265 2,448,868 9,241 2004 240 2,429,422 10,213 2005 240 2,873,351 11,972 2006 275 2,345,028 8,528 Source: Soccer World (2009) Table 2. Attendances of K-league 1983-2006 It is widely accepted that the management of professional sports teams have in mind the ultimate goal of encouraging strong team loyalty, in order to create future opportunities 5
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 and 10: Figure 28. Summary of Results (Hypo
Page 11 and 12: CHAPTER 1. INTRODUCTION These days,
Page 13: 1983. Unlikely sports teams in Euro
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,
Page 61 and 62: organisation; attitudinal benefits
Page 63 and 64: CHAPTER 3. METHODOLOGY The purpose
Page 65 and 66:
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
Page 87 and 88:
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
Page 99 and 100:
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
Page 177 and 178:
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
Page 195 and 196:
7.4 Limitations and Directions for
Page 197 and 198:
Ambler, T., Bhattacharya, C.B., Ede
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Available at: http://www.bbc.co.uk/
Page 201 and 202:
Bolton News, 2005. FC United in Lei
Page 203 and 204:
Colchester, M., 2008. One Team Gets
Page 205 and 206:
International Sports Journal, 7(1),
Page 207 and 208:
Funk, D. C. & James, J. D., 2006. C
Page 209 and 210:
Hirt, E.R. & Zillmann, D., 1992. Co
Page 211 and 212:
Johnson. T., 1984. The myth of decl
Page 213 and 214:
Lederer, C. & Hill, S., 2001. See y
Page 215 and 216:
Medsker, G.J., Williams, L. J. & Ho
Page 217 and 218:
Parker, K. & Stuart, T., 1997. The
Page 219 and 220:
Schmidt, K., 1995. The Quest for Id
Page 221 and 222:
Swann, W.B., Jr. 1987. Identity neg
Page 223 and 224:
Wakefield, K.L., 1995. The pervasiv
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Available at: http://www.entreprene
Page 227 and 228:
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 ☺
Page 233 and 234:
email address here ________________
Page 235 and 236:
Part 3: The questions in this part
Page 237 and 238:
APPENDIX 3 Survey for Football Team
Page 239 and 240:
1. What is the football team you su
Page 241 and 242:
Part 4: The questions in this part
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