Dynamic brand evolution mechanism of professional sports teams: empirical analysis using comprehensive major league baseball data
Abstract
In this study, we empirically examine the dynamic development mechanism of team brand equity by proposing a set of team brand equity development model and team brand demand models using comprehensive Major League Baseball data set. Taking advantage of the richness of the game-level data, we provide an alternative estimation approach to accurately measure team brand equity and identify its dynamic evolution process. We find various patterns to...
Paper Details
Title
Dynamic brand evolution mechanism of professional sports teams: empirical analysis using comprehensive major league baseball data
Published Date
Apr 27, 2019
Journal
Volume
27
Issue
3
Pages
237 - 265
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