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- W2363108230 abstract "Sports teams generate an emotional response from their fans that is stronger than in any other industry.In an effort to capitalize on the emotional relationship they share with their fans,professional sports teams try to position themselves as brands.Because of the specialty of the sport industry,the research about the brand equity construction has important value.This paper puts forward the theory model of the brand equity construction which modifies from the research of Gladden and Mline(1999) and Richelieu(2004).Our results underline that the professional sports team could capitalize on the emotional relationship with fans,and set up the brand equity through planning brand management.Then the brand equity can generate the sustainable competitive advantages and benefits." @default.
- W2363108230 created "2016-06-24" @default.
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- W2363108230 date "2011-01-01" @default.
- W2363108230 modified "2023-09-24" @default.
- W2363108230 title "The Conceptual Consideration of the Brand Equity Construction in Professional Sports Team" @default.
- W2363108230 hasPublicationYear "2011" @default.
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