Brand Management Strategy for Korean ... - Brunel University

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What are the specific elements which constitute the identity of football teams in <strong>Korean</strong> fans‟ minds? Does team brand identity have an influence on fans‟ self-definitional needs? What is the relationship between teams‟ identity similarity and identity attractiveness? What is the relationship between teams‟ identity distinctiveness and identity attractiveness? What is the relationship between teams‟ identity prestige and identity attractiveness? What is the relationship between teams‟ identity attractiveness and Fan-Team identification? What is the relationship between Fan-Team identification and attitudinal loyalty? What is the relationship between attitudinal and behavioural loyalty? 1.2 Structure of the Thesis This thesis is composed of seven chapters, and each one is introduced briefly below: 12
Chapter 1 (Introduction) This chapter offers an introduction leading to the statement of the problem, the purpose of the study, the significance of the study, and the research questions. A brief background regarding the nature of relationship marketing, identification, and professional sports is addressed in this chapter. Chapter 2 (Literature Review and Hypotheses) This chapter provides a review of the relevant literature on brand identity, association, identification, and loyalty theories, in order to state the definition, perspectives and theories. Furthermore, hypotheses and a conceptual model are presented to examine the relationships between team identity, identity similarity, distinctiveness, prestige, attractiveness, F-T identification, and both attitudinal and behavioural loyalty. Chapter 3 (Methodology) The three methods adapted in this study are literature reviews, questionnaire surveys, and case studies. This chapter also includes descriptions of the research design, instrumentation, selection of the sample, date collection procedures and data analysis procedures. Chapter 4 (Empirical Study 1) The purpose of the chapter is to generate the elements of team identity and develop dimensions of team identity. In order to examine the main model of this research, which describes the relationships between team identity, Fan-Team identification and team 13
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 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: 1.1.2 Objectives Refining the exist
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
Page 67 and 68: analysed using the factor analysis
Page 69 and 70: of a partial event in a population,
Page 71 and 72: 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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