Brand Equity Thesis

Through feedback loops, the consequences then impact the various antecedents thus continually modifying brand equity.

In order to evaluate selected links suggested by the conceptual framework, regression and logistic regression analyses were run using secondary data from the four major North American professional sport leagues (baseball, basketball, football, and hockey).

Paper I examines the impact of product-harm and corporate social irresponsibility crises on consumer brand attention and brand strength.

It also reveals the role of firm- and crisis-specific moderators that attenuate or amplify the effect of crises on brands.

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Non-UMass Amherst users, please click the view more button below to purchase a copy of this dissertation from Proquest.Antecedent conditions such as a star player can positively increase a team's ability to sell merchandise and generate revenues above and beyond gate receipts and media revenues.Further, once brand equity is created, it is important to the realization of positive marketplace outcomes such as merchandise sales, ticket sales, and national television appearances.(Some titles may also be available free of charge in our Open Access Dissertation Collection, so please check there first.) Over the past decade, evaluating the relative strength of brand names, or "brand equity," has received significant attention in marketing academic and trade literature.However, brand equity has thus far received minimal attention in the team sport setting.Paper I and II underline the threat of consumer expectations with regard to firms’ social behavior.They also generate insights that facilitate optimal firm reactions in cases when such behavior is discussed negatively within the media.This research examines the effects of social media communication on brand equity creation.It focuses on the differential effects of firm-generated content versus user-generated content on consumer-based brand equity dimensions (brand awareness, associations, and image), brand attitude, and purchase intentions in a social media context, and investigates the moderating role of brand type (i.e., hedonic or utilitarian brand).In an effort to apply the concept of brand equity to the team sport setting, a conceptual framework is created building on Aaker's (1991) model.This framework suggests antecedent conditions create brand equity which in turn leads to desired marketplace consequences.


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