Brand Management Strategy for Korean ... - Brunel University

loyalty, the construct of team identity should be first investigated. To do so, this chapter
generates the elements of team identity through investigating consumer associations
following Aaker (1996)'s definition of brand identity as a unique set of brand
association.
Chapter 5 (Case Study)
The purpose of this chapter is to verify that team associations can play an important role
as the element of the team identity. After finding the team identity dimensions and
elements from consumers‟ associations with professional football teams, it is necessary
to further identify each dimension and item of team identity, and to clarify the influence
of team associations on building team identity. To do so, the literature review and case
studies on the 13 elements of team identity investigated in Chapter 4 are presented to
clarify how each element plays an important role and contributes to forming brand
identity in the world football field.
Chapter 6 (Empirical Study 2)
The main goal of the chapter is to testify the final model which presents the
relationships between team identity, F-T identification, and team loyalty, and to
examine the hypotheses by a survey among Korean football fans. Before the model test,
this study conducted another factor analysis of team identity to confirm its dimensions
and elements because there might be a divergence between different groups of
respondents. The research model and hypotheses are examined through the structural
equation models (SEM) test.
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