Brand Management Strategy for Korean ... - Brunel University

CONTENTS
ACKNOWLEDGEMENT ⅰ
ABSTRACT ⅱ
CONTENTS ⅲ
LIST OF FIGURES ⅶ
LIST OF TABLES ⅷ
ACRONYMS ⅸ
CHAPTER 1. INTRODUCTION 1
1.1 Aim, Objectives and Research Questions 9
1.1.1 Aim 10
1.1.2 Objectives 10
1.1.3 Research Questions 11
1.2 Structure of the Thesis 12
CHAPTER 2. LITERATURE REVIEW AND HYPOTHESES 16
2.1 Brand identity 16
2.1.1 Brands 16
2.1.2 Brand identity 17
2.1.3 Brand identity of sports teams 20
2.2 Brand Associations 21
2.2.1 Brand associations 21
2.2.2 Brand associations of sports teams 24
2.3. Identification 27
2.3.1 Fan-Team Identification 27
2.3.2 Social Identity Theory 31
2.3.3 Organisational Identification 33
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