Brand Management Strategy for Korean ... - Brunel University

More documents

Recommendations

Info

4.1.1 Subject 71 4.1.2 Procedure (Team association items generation) 72 4.1.3 Item refinement (Known-Group Validation) 72 4.2 Study 2: Finding dimensions of team identity 73 4.2.1 Subjects 73 4.2.2 Procedure 74 4.2.3 Results of factor analysis (Dimensions of team identity) 74 4.2.4 Reliability Testing 76 4.3 The Summary of Empirical Study 1 78 CHAPTER 5. CASE STUDY 80 5.1 Literature Review 80 5.1.1 Stadium 80 5.1.2 Sponsor 82 5.1.3 Web site 84 5.1.4 Group Experience 86 5.1.5 Logo 89 5.1.6 Colour 91 5.1.7 Uniform 92 5.1.8 Regional province 94 5.1.9 History 96 5.1.10 Owner 99 5.1.11 Head coach 100 5.1.12 Success 102 5.1.13 Star player 104 5.2. Case Study 106 5.2.1 Old Trafford (Stadium) 106 5.2.2 FC Barcelona with Unicef (Sponsor) 109 5.2.3 MyFootballClub (Web site) 111 5.2.4 Urawa Red Diamonds (Group Experience) 113 5.2.5 FC Barcelona (Logo) 116 v
5.2.6 Red Devils and Be the Reds (Colour) 118 5.2.7 FC Arsenal (Uniform) 121 5.2.8 A.F.C. Wimbledon (Regional Province) 125 5.2.9 Old Firm (History) 127 5.2.10 FC United of Manchester (Owner) 130 5.2.11 Jose Mourinho (Head Coach) 133 5.2.12 Olympique Lyon (Success) 135 5.2.13 David Beckham (Star Player) 138 5.3 Summary of Case Study 141 CHAPTER 6. EMPIRICAL STUDY 2 145 6.1 Method 148 6.1.1 Subject 148 6.1.2 Procedure 148 6.1.3 Measures 148 6.2 Assessing the Measurement Model 153 6.2.1 Factor Analysis 153 6.2.2 The Reliability Test 156 6.2.3 Discriminant Validity Test 158 6.2.4 The parameter estimates between the latent construct and its observed variables 160 6.3 Testing Hypotheses 162 CHAPTER 7. DISCUSSION 174 7.1 Overview of Dissertation 174 7.2 Summary of Findings 175 7.3 Implications 181 7.3.1 Theoretical Implications 181 7.3.2 Practical Implications 183 7.4 Limitations and Directions for Future Research 185 vi
Page 1 and 2: Brand Management Strategy for Korea
Page 3 and 4: ABSTRACT This research recommends a
Page 5: 2.3.3.1 The link between team ident
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)
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
Page 73 and 74:
differences between males and femal
Page 75 and 76:
teams, (2) how much they know about
Page 77 and 78:
igorous testing one might expect (D
Page 79 and 80:
1956). In addition, in order to exa
Page 81 and 82:
and identity in team sports by cons
Page 83 and 84:
procedure and expectations, a detai
Page 85 and 86:
Figure 2. Screen Plot Although the
Page 87 and 88:
team identity scale. The resulting
Page 89 and 90:
dimensions: experience, visual, non
Page 91 and 92:
its meaningful background and histo
Page 93 and 94:
This identity, however, works in a
Page 95 and 96:
several ways in which a website can
Page 97 and 98:
As fans come to believe that their
Page 99 and 100:
5.1.5 Logo A logo, being an image a
Page 101 and 102:
5.1.6 Colour Teams have traditional
Page 103 and 104:
The UTSA (The Uniform and Textile S
Page 105 and 106:
In the case of the football teams,
Page 107 and 108:
The teams that have become synonymo
Page 109 and 110:
5.1.10 Owner Team owners can provid
Page 111 and 112:
to have similar qualities (Mullin e
Page 113 and 114:
Several research studies done on te
Page 115 and 116:
The star players can play a crucial
Page 117 and 118:
Barcelona's Nou Camp, Newcastle's S
Page 119 and 120:
5.2.2 FC Barcelona with Unicef (Spo
Page 121 and 122:
Catalonia to a worldwide scale duri
Page 123 and 124:
MyFC has shown a progressive model
Page 125 and 126:
prepares and produces cheering inst
Page 127 and 128:
Football teams‟ logos usually bor
Page 129 and 130:
organisation. In fact, a lot of Kor
Page 131 and 132:
5.2.7 FC Arsenal (Uniform) Arsenal
Page 133 and 134:
123
Page 135 and 136:
5.2.8 A.F.C. Wimbledon (Regional pr
Page 137 and 138:
It has been broadly known that relo
Page 139 and 140:
2008). The teams possess large base
Page 141 and 142:
Source: Jasonplant (2008) Figure 18
Page 143 and 144:
The case of FC United offers an imp
Page 145 and 146:
This nickname, in fact, even more e
Page 147 and 148:
Olympique Lyon play their home game
Page 149 and 150:
global sporting icon, especially in
Page 151 and 152:
much of the £24.5 million that Rea
Page 153 and 154:
identity similarity and distinctive
Page 155 and 156:
CHAPTER 6. EMPIRICAL STUDY 2 The pu
Page 157 and 158:
Experience Identity Visual Identity
Page 159 and 160:
identification, attitudinal loyalty
Page 161 and 162:
Attitudinal loyalty The attitudinal
Page 163 and 164:
6.2 Assessing the Measurement Model
Page 165 and 166:
Items My favourite team has a disti
Page 167 and 168:
Construct Items Cronbach’s alpha
Page 169 and 170:
159 Product Identity Visual Identit
Page 171 and 172:
Identity Attractiveness(η4): λ14
Page 173 and 174:
The Lisrel output furnishes some me
Page 175 and 176:
H1b: Visual identity has a positive
Page 177 and 178:
H2c: Non-product identity has a pos
Page 179 and 180:
This relationship has a parameter e
Page 181 and 182:
H5: Identity distinctiveness has a
Page 183 and 184:
H9: Attitudinal loyalty has a posit
Page 185 and 186:
In the first step, consumers‟ psy
Page 187 and 188:
To implement an efficient identific
Page 189 and 190:
The key contribution of the finding
Page 191 and 192:
7.3 Implications This research has
Page 193 and 194:
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
Page 199 and 200:
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
Page 225 and 226:
Available at: http://www.entreprene
Page 227 and 228:
APPENDIX 1 Survey for Football Team
Page 229 and 230:
1. What is the football team you su
Page 231 and 232:
☺ 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
show all

Brand Management Strategy for Korean ... - Brunel University

Create successful ePaper yourself

Delete template?

Save as template?