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Marketing in and through Sport
for managing the sports organization’s assets. By the way
on the supply side sport organizations can project and
offer sustainable and appreciated services to fans and
supporters. Nevertheless, this analytical framework could be
useful especially within the Italian sports context where there
is still a lack of managerial skills and capabilities.
References
Aaker, D. (1991), Managing brand equity. Capitalizing on
the value of a brand name, New York, Free Press.
Gladden, J., Milne, G. (1999). Examining the importance of
brand equity in professional sports. Sport Marketing Quarterly,
8, 21-29.
Keller, K. (1993). Conceptualizing, measuring, and managing
customer-based brand equity. Journal of Marketing, 57(1), 1-
22.
Richelieu A., Couvelaere V. (2005), The challenge of building
brand equity: a look at cases in North America and Europe. In
Pitts B. (Eds), Where Sport Marketing Theory Meets Practice,
Morgantown, WV, Fitness Information Technology Publishers,
207-226.
Woratschek H., Ströbel T. (2008), Brand Equity Models in
Sports - Raising the Bar for an Adequate Methodological
Approach, 14 th Conference of the Sport Management
Association of Australia and New Zealand, Perth, Australia.
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