Brand Management Strategy for Korean ... - Brunel University

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ACKNOWLEDGEMENTS I wish to thank many individuals without whom the completion of this dissertation would not have been possible. In particular, I would like to express my sincere appreciation to my supervisor Dr. Ray Holland who has supported my research with valuable advice and assistance. I also wish to extend express thankfulness for my college Gwang Jin Na. His valuable comments were much appreciated to conduct LISREL. In addition, my special thanks go to all respondents who completed my survey. Finally, but definitely not least, I would like to give my special appreciation to my family. To my parent, thank you for their endless love and support. I thank my brother, Ja Eun for his patience and encouragement throughout this process. Especially, my lovely wife, Mee Sun and son, Bon Ho born during my project have encouraged me to complete this dissertation not to give up. I am eternally grateful to all of you. i
ABSTRACT This research recommends a new approach to brand strategy for Korean professional football teams, focusing on the relationships between team brand identity as the basic element of sports team branding, team brand loyalty as the most desirable goal, and identification between fans and teams as the mediator between identity and loyalty. Nowadays, professional football teams are no longer merely sporting organisations, but organisational brands with multi-million pound revenues. It is vital for football teams to build a relevant brand strategy based on the relationship with their fans. Existing research on sports branding suggests that fans who are deeply identified with a specific team tend to possess extremely high loyalty, holding a particular team as central to their identity. Therefore, managing the relationships between team brand identity, fan-team identification, and team brand loyalty can be the most powerful brand strategy for football teams, particularly for Korean football teams that do not retain strong fan bases and yet desire to gain consumers who identify with them. Through two empirical studies and case study analysis this research investigated a construct of team brand identity in the professional football context. Consumers‟ associations with football teams were examined and 13 elements of a team brand identity scale were developed. It was revealed that team brand identity is composed of four identity dimensions which are experience, visual, non-product, and product. Case studies, with a further literature review of team brand identity, clarified and confirmed the first study findings. The final empirical study tested and confirmed the correlated and serial relationships, and provided the basis for the new theoretical model on which to build the brand strategy. ii
Page 1: Brand Management Strategy for Korea
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 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)
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attends matches (Backman and Crompt
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2.4.1. The link between F-T identif
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The definitions of brand loyalty fo
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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
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Part 4: The questions in this part
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