Review paper
Sport team brand-equity index: a new measurement
Abstract
Purpose Sport teams not only compete with other teams for the ultimate prize but also for a share of customer mind space. For winning fan loyalty and resultant economic success, management of sport teams need to focus on team-branding, and thus, developing and measuring a team’s brand equity becomes essential, which is the core purpose of this paper. Design/methodology/approach Current work builds upon previous efforts to develop a reliable and,...
Paper Details
Title
Sport team brand-equity index: a new measurement
Published Date
Jun 19, 2017
Volume
9
Issue
2
Pages
169 - 188
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