Measuring brand equity in football clubs: the case of Reggiana Calcio 1919
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/21696 |
Resumo: | This Study presents a marketing and statistical analysis that focuses on the measurement of the brand equity of Reggiana Calcio 1919, an Italian second division football club that has recently been promoted to the second division, namely, Serie B. Reggiana Calcio 1919 was selected as the target club in this research project because in the literature there are limited studies on small sports organisations. The main aim of this study is to analyse the most significant determinants of brand equity of the club and how both its fanbase and customers perceive the brand. Reggiana Calcio 1919 is a historic Italian football club, although it does not have a victorious past. For the purpose of the research project, a quantitative research approach was followed by using IMB SPSS software along with being a qualitative approach as primary and secondary data. The data collected was applied to the Keller Customer-Based Brand Equity model (CBBE), based on its four main dimensions: Brand Awareness, Brand Response, Brand Meaning and Brand Loyalty. The results have identified that Reggiana Calcio 1919 strongly position its brand at a regional level, the club has a well-established engagement with its fanbase and customers who are intensely loyal and identify themselves with the brand. However, the club lack of investments on football facilities which, in turn, subtracts potential market value as these investments would benefit the club not only financially but also in terms of image as it would appear as a strongly reliable brand. The research is significant to understand what makes a small football club competitive within modern football industry. |
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Measuring brand equity in football clubs: the case of Reggiana Calcio 1919Brand equityBrand equity measurementCustomer-based brand equityBrand awarenessBrand responseBrand meaningBrand loyaltyFootball clubsValor da marcaMedição do valor da marcaModelo do valor da marca baseado no clienteConsciência da marcaResposta da marcaSignificado da marcaLealdade à marcaClubes de futebolThis Study presents a marketing and statistical analysis that focuses on the measurement of the brand equity of Reggiana Calcio 1919, an Italian second division football club that has recently been promoted to the second division, namely, Serie B. Reggiana Calcio 1919 was selected as the target club in this research project because in the literature there are limited studies on small sports organisations. The main aim of this study is to analyse the most significant determinants of brand equity of the club and how both its fanbase and customers perceive the brand. Reggiana Calcio 1919 is a historic Italian football club, although it does not have a victorious past. For the purpose of the research project, a quantitative research approach was followed by using IMB SPSS software along with being a qualitative approach as primary and secondary data. The data collected was applied to the Keller Customer-Based Brand Equity model (CBBE), based on its four main dimensions: Brand Awareness, Brand Response, Brand Meaning and Brand Loyalty. The results have identified that Reggiana Calcio 1919 strongly position its brand at a regional level, the club has a well-established engagement with its fanbase and customers who are intensely loyal and identify themselves with the brand. However, the club lack of investments on football facilities which, in turn, subtracts potential market value as these investments would benefit the club not only financially but also in terms of image as it would appear as a strongly reliable brand. The research is significant to understand what makes a small football club competitive within modern football industry.Este estudo apresenta uma análise estatística e de marketing que se centra na medição do valor da marca do Reggiana Calcio 1919, um clube italiano de futebol da segunda divisão que foi recentemente promovido à segunda divisão, ou seja, a Serie B. Reggiana Calcio 1919 foi selecionada como clube alvo neste projeto de pesquisa devido à existência de um número limitado de estudos na literatura sobre pequenas organizações de desporto. O objetivo principal deste estudo è analisar os determinantes mais significativos do valor da marca do clube e como a marca é percebida pelos seus fãs e clientes. O Reggiana Calcio 1919 é um histórico clube de futebol italiano, embora não tenha um passado vitorioso. Para o propósito do projeto de pesquisa, foi seguida uma abordagem de pesquisa quantitativa, usando o software IMB SPSS, e uma abordagem qualitativa como dados primários e secundários. Os dados recolhidos foram aplicados ao modelo de Keller Customer-Based Brand Equity (CBBE), baseado em quatro dimensões principais: Consciência da Marca, Resposta da Marca, Significado da Marca e Lealdade à Marca. Os resultados identificaram que Reggiana Calcio 1919 posiciona fortemente a sua marca ao nível regional e o clube tem um compromisso bem estabelecido com a sua base de fãs e clientes que são extremamente fiéis e se identificam com a marca. No entanto, o clube carece de investimentos em instalações de futebol o que, por sua vez, subtrai valor potencial de mercado, pois tais investimentos beneficiariam o clube não só financeiramente, mas também em termos de imagem, visto que se apresentaria como uma marca fortemente confiável. A pesquisa é importante para entender o que torna um pequeno clube de futebol competitivo na indústria do futebol moderno2021-01-29T18:28:51Z2020-12-17T00:00:00Z2020-12-172020-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/21696TID:202576124engTambè, Giuseppeinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:35:20Zoai:repositorio.iscte-iul.pt:10071/21696Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:15:59.527509Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Measuring brand equity in football clubs: the case of Reggiana Calcio 1919 |
title |
Measuring brand equity in football clubs: the case of Reggiana Calcio 1919 |
spellingShingle |
Measuring brand equity in football clubs: the case of Reggiana Calcio 1919 Tambè, Giuseppe Brand equity Brand equity measurement Customer-based brand equity Brand awareness Brand response Brand meaning Brand loyalty Football clubs Valor da marca Medição do valor da marca Modelo do valor da marca baseado no cliente Consciência da marca Resposta da marca Significado da marca Lealdade à marca Clubes de futebol |
title_short |
Measuring brand equity in football clubs: the case of Reggiana Calcio 1919 |
title_full |
Measuring brand equity in football clubs: the case of Reggiana Calcio 1919 |
title_fullStr |
Measuring brand equity in football clubs: the case of Reggiana Calcio 1919 |
title_full_unstemmed |
Measuring brand equity in football clubs: the case of Reggiana Calcio 1919 |
title_sort |
Measuring brand equity in football clubs: the case of Reggiana Calcio 1919 |
author |
Tambè, Giuseppe |
author_facet |
Tambè, Giuseppe |
author_role |
author |
dc.contributor.author.fl_str_mv |
Tambè, Giuseppe |
dc.subject.por.fl_str_mv |
Brand equity Brand equity measurement Customer-based brand equity Brand awareness Brand response Brand meaning Brand loyalty Football clubs Valor da marca Medição do valor da marca Modelo do valor da marca baseado no cliente Consciência da marca Resposta da marca Significado da marca Lealdade à marca Clubes de futebol |
topic |
Brand equity Brand equity measurement Customer-based brand equity Brand awareness Brand response Brand meaning Brand loyalty Football clubs Valor da marca Medição do valor da marca Modelo do valor da marca baseado no cliente Consciência da marca Resposta da marca Significado da marca Lealdade à marca Clubes de futebol |
description |
This Study presents a marketing and statistical analysis that focuses on the measurement of the brand equity of Reggiana Calcio 1919, an Italian second division football club that has recently been promoted to the second division, namely, Serie B. Reggiana Calcio 1919 was selected as the target club in this research project because in the literature there are limited studies on small sports organisations. The main aim of this study is to analyse the most significant determinants of brand equity of the club and how both its fanbase and customers perceive the brand. Reggiana Calcio 1919 is a historic Italian football club, although it does not have a victorious past. For the purpose of the research project, a quantitative research approach was followed by using IMB SPSS software along with being a qualitative approach as primary and secondary data. The data collected was applied to the Keller Customer-Based Brand Equity model (CBBE), based on its four main dimensions: Brand Awareness, Brand Response, Brand Meaning and Brand Loyalty. The results have identified that Reggiana Calcio 1919 strongly position its brand at a regional level, the club has a well-established engagement with its fanbase and customers who are intensely loyal and identify themselves with the brand. However, the club lack of investments on football facilities which, in turn, subtracts potential market value as these investments would benefit the club not only financially but also in terms of image as it would appear as a strongly reliable brand. The research is significant to understand what makes a small football club competitive within modern football industry. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-12-17T00:00:00Z 2020-12-17 2020-10 2021-01-29T18:28:51Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/21696 TID:202576124 |
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http://hdl.handle.net/10071/21696 |
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TID:202576124 |
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eng |
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eng |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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