Index of Paper Presentations for the Parallel Sessions - Academy of ...

Limitations and Future researchIt is always important to highlight the limitations of any research. Like any other research, this research too hadsome limitations. First, we use a sample of respondents only from professional sport and examined one segment ofthe sport consumer base i.e the television viewers. Future researches should be undertaken involving other samplesto further asses the brand-equity of teams in other levels of sport and other sport consumer markets (e.g Olympicsports, formula 1 team (s), and women sports). Another limitation is from geographical point of view. Data wascollected from respondents who were from a particular state and no team from that state is playing in the IPL. Thiswas having some serious impacts on the team identification and internalization factors. The sample of the futureresearches, thus, should include respondents from states whose teams are playing in the IPL.ConclusionThis research came out with a conclusion that the spectator-based brand equity model cannot be applied to spectatorsports in India directly. SBBE model needs some modifications for measuring the brand-equity of sports teams ofany sporting event. Dimensions such as team rivalry, team success and team history are important predictors of thebrand associations. Though brand mark contributes to the brand association but the contribution is quite insignificantas compared to above mentioned dimensions. Emphasis of the managers should be on developing the threedimensions. The role of the celebrity players and sponsor (s) is also important in building the brand-equity of theteams. Both of them should be chosen wisely and strategically to have a synergetic advantage. The mere presence ofcelebrity players in the team helps to bring the team into the consideration of people for their best team. This willultimately have an impact on the brand equity of the teams which will affect the revenues of the teams.References:Aaker, D.A. (1991), Managing Brand Equity, Free Press, New York, NY.Bauer, H.H., Stokburger-Sauer, N.E. and Exler, S. (2008), ―Brand Image and Fan Loyalty in Professional TeamSport: A Refined Model and Empirical Assessment‖, Journal of Sport Management, Vol. 22, pp. 205-226.Bauer, H.H., Stokburger-Sauer, N.E. and Schmitt, P. (2005), ―Customer-based brand equity in the team sportindustry‖, European Journal of Marketing, Vol. 39, No. 5/6, pp. 496-513.Berry, L. L. (2000), ―Cultivating Service Brand Equity‖, Journal of the Academy of Marketing Science, Vol. 28,No.1, pp. 128-137.Blackston, M. (1992), ―Observations: Building brand equity by managing the brand‟s relationship‖, Journal ofAdvertising Research, Vol. 32, No.3, pp. 79-83.Cobb-Walgren, C.J., Beal, C. and Donthu, N. (1995), ―Brand equity, brand preferences, and purchase intent‖,Journal of Advertising, Vol. 24, No. 3, pp. 25-40.Dickson, M.A., Lennon, J.S., Montalto, C.P., Shen, D. and Zhang, D. (2004), ―Chinese consumer market segmentsfor foreign apparel products‖, The Journal of Consumer Marketing, Vol. 21, No. 4/5, pp. 301-315.Farquhar, P.H., Han, J.Y. and Ijiri, Y. (1991), ―Recognizing and measuring brand assets marketing science instituteworking paper series‖, working paper (report No. 91-119),Marketing Science Institute, Cambridge, MA.Ferguson, R.J., Paulin, M. and Bergeron, J. (2010), ―Customer sociability and the total service experience:Antecedents of Positive Word-of-mouth intentions‖, Journal of Service Management, Vol. 21, No.1, pp. 25-44.Funk, D.C. and James, J.D. (2006), ―Consumer loyalty: the meaning of attachment in the development of sport teamallegiance‖, Journal of Sport Management, Vol. 20, No. 2, pp. 119-150.