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brand</title> <meta name="description" content="Search results for: sports brand"> <meta name="keywords" content="sports brand"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> <button class="d-block d-lg-none navbar-toggler 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id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="sports brand"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 1151</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: sports brand</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1151</span> The Effect of Doing Sports Actively on the Brand Awareness and the Brand Loyalty of Young Consumer</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Murat%20Erdo%C4%9Fdu">Murat Erdoğdu</a>, <a href="https://publications.waset.org/abstracts/search?q=Mehmet%20%C3%96%C3%A7alan"> Mehmet Öçalan</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The main aim of this study is to find out the effects of the concepts of the brand awareness and the brand loyalty of teenagers (13-18) on their criteria to buy the products that attract high interest in the groups that do sports actively and vice versa. The training shoes that are thought to have high interests of teenagers were chosen in the study (because every student uses training shoes at least in physical education lessons) and searching the criteria to choose these products is one of the aims of this study. The sample of the research consisted of 775 teenagers doing sports (218 females, 557 males) and 752 teenagers not doing sports (399 females, 353 males) from the primary and secondary schools in the center of Ankara. 1527 students in total voluntarily participated in the study. When the effects of the brand functions perceived about the sample on the brand awareness was analyzed, it was found out that all of three function types have a positive and significant effect on the brand awareness. It was found out that there was a positive and average relationship between the dependence on a brand and the brand loyalty. It was understood that there was a positive and weak relationship between the brand loyalty and the general brand awareness in training shoes among teenagers. The groups of the teenagers doing sports and of the teenagers not doing sports showed significant differences in their preferences about training shoes. The effects of the criteria to buy training shoes on the brand loyalty showed significant differences in the groups. In addition, it was determined that according to their variables of doing sports actively, the teenagers doing sports actively have significantly higher brand awareness and brand loyalty than the teenagers not doing sports. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title="brand awareness">brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty%20sports%20marketing" title=" brand loyalty sports marketing"> brand loyalty sports marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=teenagers" title=" teenagers"> teenagers</a>, <a href="https://publications.waset.org/abstracts/search?q=the%20level%20of%20doing%20sports" title=" the level of doing sports"> the level of doing sports</a> </p> <a href="https://publications.waset.org/abstracts/36442/the-effect-of-doing-sports-actively-on-the-brand-awareness-and-the-brand-loyalty-of-young-consumer" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/36442.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">451</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1150</span> An Investigation of the Psychometric Properties of the Strong Brand Questionnaire in Sport</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mona%20Rezaei">Mona Rezaei</a>, <a href="https://publications.waset.org/abstracts/search?q=Habib%20Honari"> Habib Honari</a>, <a href="https://publications.waset.org/abstracts/search?q=Mehrzad%20Hamidi"> Mehrzad Hamidi</a>, <a href="https://publications.waset.org/abstracts/search?q=Fatemeh%20Kiani"> Fatemeh Kiani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Make strong brands has become a priority for many organizations in marketing. Brand is an important indicator of marketing status. Brand Strength is in kept customer, profit, brand development and gain competitive advantage and In fact it is a concept that was created from a consumer perspective. It is assumed that the creation of a strong brand is creating numerous marketing benefits. The purpose of this study was to evaluate the psychometric characteristics of the questionnaire the most strong sports brands in the consumer society. Questionnaire was conducted to a sample of 340 customers of sports brands. Psychometric parameters were determined by using appropriate statistical methods. The results of the factor analysis and Varimax rotation revealed five factors of strong brands. The results confirms that questionnaire structure have acceptable associated to the data and confirmed all indicators of the model. Reliability (859/0) was satisfactory. According to calculated psychometric indices, this questionnaire could be appropriate to assess the most strong sports brands. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=reliability" title="reliability">reliability</a>, <a href="https://publications.waset.org/abstracts/search?q=strong%20brand" title=" strong brand"> strong brand</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20brands" title=" sport brands"> sport brands</a>, <a href="https://publications.waset.org/abstracts/search?q=psychometric" title=" psychometric"> psychometric</a> </p> <a href="https://publications.waset.org/abstracts/48181/an-investigation-of-the-psychometric-properties-of-the-strong-brand-questionnaire-in-sport" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/48181.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">354</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1149</span> The Analysis of the Effect of Brand Image on Creating Brand Loyalty with the Structural Equation Model: A Research Study on the Sports Equipment Brand Users</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Murat%20Erdo%C4%9Fdu">Murat Erdoğdu</a>, <a href="https://publications.waset.org/abstracts/search?q=Murat%20Ko%C3%A7yi%C4%9Fit"> Murat Koçyiğit</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand image and brand loyalty are among the most important relational marketing elements for brand owners to be able to set up long – term relationships with their customers and to maintain these relationships. Brand owners improve their brand images with the positive perceptions remaining in the consumers’ minds. In addition, they try to find the customers that are both emotionally and behaviourally faithful to themselves in order to set up long – term relationships. Therefore, the aim of this study is to analyse the effects of the brand image that has a very important role among relational marketing elements on the brand loyalty in terms of the variables such as the perceived value, the trust in brand and the brand satisfaction. In this context, a conceptual model was created to determine the effect of the brand image on the brand loyalty thanks to the Structural Equation Model (SEM). According to this aim and this model, the study was carried out in the scope of the data collected through the questionnaires in Konya with the method of convenience sampling. The results of the research showed that the brand image has positive significant effects on the perceived value and the trust in brand and that the trust in brand has positive significant effects on the brand satisfaction, and that the brand satisfaction has positive significant effects on the brand loyalty. Thus, the hypotheses that the brand image has direct effects on the perceived value and the trust in brand and that the trust in brand has direct effects on the brand satisfaction and that the brand satisfaction has direct effects on the brand loyalty were supported. In addition, the findings about whether the perceived value has a significant effect on the brand satisfaction were also acquired. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title="brand image">brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=perceived%20value" title=" perceived value"> perceived value</a>, <a href="https://publications.waset.org/abstracts/search?q=satisfaction" title=" satisfaction"> satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=trust" title=" trust"> trust</a> </p> <a href="https://publications.waset.org/abstracts/36443/the-analysis-of-the-effect-of-brand-image-on-creating-brand-loyalty-with-the-structural-equation-model-a-research-study-on-the-sports-equipment-brand-users" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/36443.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">440</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1148</span> Brand Extension and Customer WOM: Evidence from the Sports Industry</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jim%20Shih-Chiao%20Chin">Jim Shih-Chiao Chin</a>, <a href="https://publications.waset.org/abstracts/search?q=Yu%20Ting%20Yeh"> Yu Ting Yeh</a>, <a href="https://publications.waset.org/abstracts/search?q=Shui%20Lien%20Chen"> Shui Lien Chen</a>, <a href="https://publications.waset.org/abstracts/search?q=Yi-Fen%20Tsai"> Yi-Fen Tsai </a> </p> <p class="card-text"><strong>Abstract:</strong></p> his study is taking Adidas Company as the object, explored the brand awareness directly or indirectly affects brand affect and word of mouth. First, explored the brand awareness on category fit and image fit, and examined the influence of category fit and image fit on extension attitude. This study then designates the effect of extension attitude on brand affect and word-of-mouth. The relationship of brand awareness on brand affect and word-of-mouth was also explored. The study participants are people who have purchased Adidas extension products. A total of 700 valid questionnaires were collected and statistical software AMOS 20.0 was used to examine the research hypotheses by using structural equation modeling (SEM). Finally, theoretical implications and research directions are provided for future studies. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20extension" title="brand extension">brand extension</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title=" brand awareness"> brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=product%20category%20fit" title=" product category fit"> product category fit</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image%20fit" title=" brand image fit"> brand image fit</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20affect" title=" brand affect"> brand affect</a>, <a href="https://publications.waset.org/abstracts/search?q=word-of-mouth%20%28WOM%29" title=" word-of-mouth (WOM)"> word-of-mouth (WOM)</a> </p> <a href="https://publications.waset.org/abstracts/29297/brand-extension-and-customer-wom-evidence-from-the-sports-industry" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/29297.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">332</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1147</span> Measuring the Impact of Brand Satisfaction, Brand Trust and Brand Experience on Brand Loyalty: An Empirical Study on the Skincare Products in Pakistan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Azeem%20Qureshi">Muhammad Azeem Qureshi</a>, <a href="https://publications.waset.org/abstracts/search?q=Hammad%20Tahir"> Hammad Tahir</a>, <a href="https://publications.waset.org/abstracts/search?q=Fawwad%20Mahmood%20Butt"> Fawwad Mahmood Butt </a> </p> <p class="card-text"><strong>Abstract:</strong></p> Purpose: This study examines empirically the effect of brand satisfaction, brand trust and brand experience on brand loyalty which can be helpful to retain and increase customer base and satisfying customer needs as well. Methodology: Data has been collected on convenient sampling method and cause and effect among variables has been measured by applying regression analysis technique. Findings: Finding of this study have supported the proposed hypotheses and results show that brand loyalty is significantly explained by brand satisfaction, brand trust and brand experience. Practical Implications: The outcome of this study provides a useful framework and importance of brand loyalty culture in Pakistan. Marketers can be benefited trough the findings of this study. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20experience" title="brand experience">brand experience</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20satisfaction" title=" brand satisfaction"> brand satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20trust" title=" brand trust"> brand trust</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=hair-care%20products" title=" hair-care products"> hair-care products</a> </p> <a href="https://publications.waset.org/abstracts/45123/measuring-the-impact-of-brand-satisfaction-brand-trust-and-brand-experience-on-brand-loyalty-an-empirical-study-on-the-skincare-products-in-pakistan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/45123.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">328</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1146</span> Impact of Brand Image, Brand Personality and Brand Love on Word of Mouth: Pakistani Fashion Brands </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Amna%20Asif">Amna Asif</a>, <a href="https://publications.waset.org/abstracts/search?q=Rabia%20Naseem"> Rabia Naseem</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In the domain of consumer-brand relationship, love for a fashion brand is a dominant idea. Brand executives incline to build more endearing brands, for example, Levi’s “Quality never goes out of style”. Though, the significance of this notion is not often debated in the literature of marketing. Moreover, the effect of brand image and personality on brand love has not been examined in any quantitative study in Pakistan. The current research aims to fill this study gap by evolving a causal framework integrating word-of-mouth, brand love, image, and personality to examine the relationships among them. Data was gathered through questionnaires survey, and it was filled by 409 university students. AMOS 20 was used to draw a path analysis and test the hypotheses. Results discovered that brand personality and brand image leads to brand love that ultimately impacts word-of-mouth. Results give thorough suggestions on which future research can be constructed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20love" title="brand love">brand love</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20personality" title=" brand personality"> brand personality</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title=" brand image"> brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=fashion%20brands" title=" fashion brands"> fashion brands</a>, <a href="https://publications.waset.org/abstracts/search?q=word-of-mouth" title=" word-of-mouth"> word-of-mouth</a> </p> <a href="https://publications.waset.org/abstracts/64312/impact-of-brand-image-brand-personality-and-brand-love-on-word-of-mouth-pakistani-fashion-brands" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/64312.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">312</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1145</span> Intellectual Property Rights Applicability in the Sport Industry</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Poopak%20Dehshahri">Poopak Dehshahri</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The applicability of intellectual property rights in the sports industry from the present paper’s perspective includes athletic skills, which are comprised of two parts: athletic movements and athletic methods. Also, the applicability pertaining to the athletes᾽ personality, such as the Name, the Image, the Voice, the Signature and their Shirt Number, are deemed as related to the sports natural persons. Radio and TV broadcasting rights of the sports events, the signs and symbols of the athletic institutions including the sign and symbol, trademark (brand name), the name and the place of residence of the sports clubs, the Sports events and the special sports, special slogan of the sports clubs or sports competitions and the sports clothing design are Included under the athletic institutions᾽ applicability of intellectual property rights. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sport%20industry" title="sport industry">sport industry</a>, <a href="https://publications.waset.org/abstracts/search?q=intellectual%20property" title=" intellectual property"> intellectual property</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20skills" title=" sport skills"> sport skills</a>, <a href="https://publications.waset.org/abstracts/search?q=right%20to%20fame" title=" right to fame"> right to fame</a>, <a href="https://publications.waset.org/abstracts/search?q=radio%20and%20television%20broadcasting%20right" title=" radio and television broadcasting right"> radio and television broadcasting right</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20sign" title=" sport sign"> sport sign</a> </p> <a href="https://publications.waset.org/abstracts/177560/intellectual-property-rights-applicability-in-the-sport-industry" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/177560.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">66</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1144</span> Relationship Quality, Value Creation Practices and Brand Loyalty in Virtual Communities: Evidence from Facebook Communities</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Zoya%20Khan">Zoya Khan</a>, <a href="https://publications.waset.org/abstracts/search?q=Amina%20Muzaffar"> Amina Muzaffar </a> </p> <p class="card-text"><strong>Abstract:</strong></p> Social media based brand communities are communities that are developed around a brand. In the highly globalized world of today, Facebook is undoubtedly being regarded and has been widely recognized as a trendy and well-accepted medium of marketing. By means of a Facebook fan page, organizations can effectually create, enhance, and sustain customer-brand relationship. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey was conducted and 201 valid responses were used for analysis. The results of structural equation modeling show that brand communities established on social media have positive effects on value creation practices. Brand use, impression management practices and brand identification has an impact on brand trust and this brand trust then further leads to brand loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=relationship%20quality" title="relationship quality">relationship quality</a>, <a href="https://publications.waset.org/abstracts/search?q=impression%20management%20practices" title=" impression management practices"> impression management practices</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20identification" title=" brand identification"> brand identification</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20trust" title=" brand trust"> brand trust</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a> </p> <a href="https://publications.waset.org/abstracts/15903/relationship-quality-value-creation-practices-and-brand-loyalty-in-virtual-communities-evidence-from-facebook-communities" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/15903.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">474</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1143</span> An Intellectual Capital as a Driver for Branding</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Shyam%20Shukla">Shyam Shukla</a> </p> <p class="card-text"><strong>Abstract:</strong></p> A brand is the identity of a specific product, service or business. A brand can take many forms, including a name, sign, symbol, color, combination or slogan. The word brand began simply as a way to tell one person's identity from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. A concept brand is a brand that is associated with an abstract concept, like AIDS awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity1. In this paper, it is tried to explore the significance of an intellectual capital for the branding of an Institution. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand" title="brand">brand</a>, <a href="https://publications.waset.org/abstracts/search?q=commodity" title=" commodity"> commodity</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer" title=" consumer"> consumer</a>, <a href="https://publications.waset.org/abstracts/search?q=cultural%20values" title=" cultural values"> cultural values</a>, <a href="https://publications.waset.org/abstracts/search?q=intellectual%20capital" title=" intellectual capital"> intellectual capital</a>, <a href="https://publications.waset.org/abstracts/search?q=zonal%20cluster" title=" zonal cluster"> zonal cluster</a> </p> <a href="https://publications.waset.org/abstracts/26784/an-intellectual-capital-as-a-driver-for-branding" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/26784.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">467</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1142</span> The Relationship of Brand Value and Perceived Brand Quality in the Television Business: A Case Study of Television Viewers in Bangkok</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Natnicha%20Hasoontree">Natnicha Hasoontree</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this paper was to study the relationship between brand value and perceived brand quality of television viewers in Bangkok towards the television business in Thailand. The population included television viewers in Bangkok, Thailand. A probability sampling technique was performed to get a sample group that included 500 respondents. Taro Yamane technique was utilized to get a proper sample size. A five Likert scale questionnaire was designed specifically to investigate brand value and perceived brand quality from the perspectives of television viewers in Bangkok. The findings implied that consumers in Bangkok attached a high importance towards the brand equity of television companies that comprised brand ability, brand reputation, brand credibility, and business ethics. Perceived brand quality received high rank in all aspects. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20value" title="brand value">brand value</a>, <a href="https://publications.waset.org/abstracts/search?q=perceived%20brand%20quality" title=" perceived brand quality"> perceived brand quality</a>, <a href="https://publications.waset.org/abstracts/search?q=television%20business" title=" television business"> television business</a>, <a href="https://publications.waset.org/abstracts/search?q=television%20viewers" title=" television viewers"> television viewers</a> </p> <a href="https://publications.waset.org/abstracts/14374/the-relationship-of-brand-value-and-perceived-brand-quality-in-the-television-business-a-case-study-of-television-viewers-in-bangkok" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/14374.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">437</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1141</span> Identification of Ice Hockey World Championship International Sports Event through Brand Personality</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Eva%20%C4%8C%C3%A1slavov%C3%A1">Eva Čáslavová</a>, <a href="https://publications.waset.org/abstracts/search?q=Andrej%20Vi%C5%A1n%C4%9Bvsk%C3%BD"> Andrej Višněvský</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research focused on the dimensions of brand personality of the Ice Hockey World Championship sporting event. The authors compared the elements in relation to different demographic groups including gender, age, level of education and student status of the population of Prague. Moreover, the differences of opinions of respondents who had experience of visiting a sports event and those who had not were assessed. In the research, the modified brand personality scale was used. This modified scale consists of five dimensions: responsibility, activity, toughness, individuality and emotionality, none of which was previously tested. The authors had an intentional sample of 291 respondents from Prague available, ranging in age from 18 years to 75 years, with either a high school or university education. The respondents rated the characteristic features in a seven-point Likert Scale and the data was collected in November 2012. The results suggest that the Ice Hockey World Championship is most identified with these dimensions: responsibility, emotionality and activity. Men had higher mean scores (4.93) on the Likert Scale in the emotionality dimension, while women had higher mean scores (4.91) in the activity dimension. Those respondents with experience visiting an Ice Hockey World Championship match had the highest mean score (5.10) in the emotionality dimension. This research had expected to show more pronounced mean values (above six) on the Likert scale in the emotionality and activity dimensions that more strongly characterize the brand personality of the Ice Hockey World Championship, however this expectation was not confirmed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=dimensions" title="dimensions">dimensions</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20personality" title=" brand personality"> brand personality</a>, <a href="https://publications.waset.org/abstracts/search?q=ice%20hockey" title=" ice hockey"> ice hockey</a>, <a href="https://publications.waset.org/abstracts/search?q=international%20sports%20event" title=" international sports event"> international sports event</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a> </p> <a href="https://publications.waset.org/abstracts/47368/identification-of-ice-hockey-world-championship-international-sports-event-through-brand-personality" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/47368.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">236</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1140</span> The Relationship of Television Viewers with Brand Awareness and Brand Loyalty: A Case Study of Bangkok, Thailand </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Natnicha%20Hasoontree">Natnicha Hasoontree</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purposes of this research was to study the relationship of television viewers with brand awareness and brand loyalty from the perspective of customers in Bangkok. A probability random sampling of 482 television viewers was utilized. A Likert-five-scale questionnaire was designed to collect the data and small in-depth interviews were also used to obtain their opinions. The findings revealed that the majority of respondents reported a positive relationship between time of viewing television and brand awareness and brand loyalty. The more they watched the advertisement of a particular brand, the more positive the information was perceived and thereby increasing brand loyalty. Finally, the findings from the in-depth interviews with small group of television producers revealed that they are convinced that advertising exposure had a positive impact on brand awareness and brand loyalty. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title="brand awareness">brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=television%20viewers" title=" television viewers"> television viewers</a>, <a href="https://publications.waset.org/abstracts/search?q=advertisement" title=" advertisement"> advertisement</a> </p> <a href="https://publications.waset.org/abstracts/9836/the-relationship-of-television-viewers-with-brand-awareness-and-brand-loyalty-a-case-study-of-bangkok-thailand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/9836.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">312</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1139</span> The Relationship between Brand Recall and Brand Attitude in Advergame</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Azaze-Azizi%20Abdul%20Adis">Azaze-Azizi Abdul Adis</a>, <a href="https://publications.waset.org/abstracts/search?q=Hyung%20Jun%20Kim"> Hyung Jun Kim</a>, <a href="https://publications.waset.org/abstracts/search?q=Mohamad%20Rizwan%20Abdul%20Majid"> Mohamad Rizwan Abdul Majid</a>, <a href="https://publications.waset.org/abstracts/search?q=Zaiton%20Osman"> Zaiton Osman</a>, <a href="https://publications.waset.org/abstracts/search?q=Izyanti%20Awang%20Razli"> Izyanti Awang Razli</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The increase of online advertising, specifically advergame has become a popular method of strengthening consumer brand recognition by inserting attractive characters and enhancing entertainment value. There have been several remarkable studies on spokes-characters in advertising effectiveness. However, few studies have examined the link between character presence and consumers' brand recall and attitude in advergame. Moreover, how the entertainment value of an advergame influences brand recall and brand attitude and the mediating role of brand recall in influencing character presence and entertainment on brand attitude are still lacking in the advergaming literature. An online survey was conducted with 366 Malaysian gamers. Using structural equation modeling, the results showed that character presence had no influence but entertainment value had a positive influence on brand recall and brand attitude. This study confirmed the role of brand recall as a mediator of the effect of between entertainment and brand attitude in advergame. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=character%20presence" title="character presence">character presence</a>, <a href="https://publications.waset.org/abstracts/search?q=entertainment" title=" entertainment"> entertainment</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20recall" title=" brand recall"> brand recall</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20attitude" title=" brand attitude"> brand attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=advergame" title=" advergame"> advergame</a> </p> <a href="https://publications.waset.org/abstracts/20513/the-relationship-between-brand-recall-and-brand-attitude-in-advergame" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/20513.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">536</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1138</span> The Impact of Brand Loyalty on Product Performance</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Tanzeel%20bin%20Abdul%20Rauf%20Patker">Tanzeel bin Abdul Rauf Patker</a>, <a href="https://publications.waset.org/abstracts/search?q=Saba%20Mateen"> Saba Mateen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research investigates the impact of Brand Loyalty on the product performance and the factors those are considered more important in brand reputation. Variables selected for this research are Brand quality, Brand Equity, Brand Reputation to explore the impact of these variables on Product performance. For this purpose, primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the shopping malls. For this research study, a sample size of 250 respondents has been taken into consideration. Customers from the shopping malls and university students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling technique for conducting the research survey. According to the results obtained from the collected data, it is interpreted that product performance shares a direct relationship with brand quality, brand quality, and brand reputation. Result also showed that brand quality and brand equity has a significant effect on product performance, whereas brand reputation has an insignificant effect on product performance. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=product%20performance" title="product performance">product performance</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20quality" title=" brand quality"> brand quality</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20equity" title=" brand equity"> brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20reputation" title=" brand reputation"> brand reputation</a> </p> <a href="https://publications.waset.org/abstracts/48251/the-impact-of-brand-loyalty-on-product-performance" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/48251.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">314</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1137</span> Impact of Brand Origin on Brand Loyalty: A Case of Personal Care Products in Pakistan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Aimen%20Batool%20Bint-E-Rashid">Aimen Batool Bint-E-Rashid</a>, <a href="https://publications.waset.org/abstracts/search?q=Syed%20Muhammad%20Dawood%20Ali%20Shah"> Syed Muhammad Dawood Ali Shah</a>, <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Usman%20Farooq"> Muhammad Usman Farooq</a>, <a href="https://publications.waset.org/abstracts/search?q=Mahgul%20Anwar"> Mahgul Anwar</a> </p> <p class="card-text"><strong>Abstract:</strong></p> As the world is progressing, the needs and demands of the consumer market are also changing. Nowadays the trends of consumer purchase decisions are dependent upon multiple factors. This study aims to identify the influential impact of country of origin over the perception and devotion towards daily personal care products specifically in reference to the knowledge and awareness regarding that particular brand in Pakistan. To corroborate this study, a 30-item brand origin questionnaire has been used with 300 purchase decision makers belonging to different age groups. To illustrate this study, a model has been developed based on brand origin, brand awareness and brand loyalty. Correlation and regression analysis have been used to find out the results which conclude the findings on the perspective of Pakistan’s consumer market as that brand origin has a direct relationship with brand loyalty provided that the consumer has a positive brand awareness. Support for the fact that brand origin impacts brand loyalty through brand awareness has been presented in this study. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title="brand awareness">brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20loyalty" title=" brand loyalty"> brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20origin" title=" brand origin"> brand origin</a>, <a href="https://publications.waset.org/abstracts/search?q=personal%20care%20products" title=" personal care products"> personal care products</a>, <a href="https://publications.waset.org/abstracts/search?q=P%26G" title=" P&G"> P&G</a>, <a href="https://publications.waset.org/abstracts/search?q=Unilever" title=" Unilever"> Unilever</a> </p> <a href="https://publications.waset.org/abstracts/96609/impact-of-brand-origin-on-brand-loyalty-a-case-of-personal-care-products-in-pakistan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/96609.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">241</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1136</span> A Critical Knowledge of Brand Equity in Thai Academic Works</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Pongsiri%20Kamkankaew">Pongsiri Kamkankaew</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper experiments to consider brand equity thought in Thai academic works. This essay employs that the first emerging of brand equity in Thai academic works and the components of brand equity which explore the extent to the convoluted approach with other Thai social condition. In Thailand, brand equity is supposed to provide branding and brand management replacement. However, the commitment of brand equity imposes in its proposal for seemly application in Thai context – to develop the brand equity framework by the Thai social – culture and Thai utilization style which it is questionable whether the brand equity in western conception is useful for characterizing the brand equity in Thailand context. In this position, brand equity also aspects several major questions: How can western conception lead to apply in Thai business? How can diversification be given within Thai SMEs business running? Can corporate brand valuation approach adopt in real business doing? So this paper argues that Thai brand equity notion should reduce disturb over improvement of its self-restraint and business area. Instead, Thai academic who are interested in brand equity can harmonize different mature bodies of discipline and other investigative a frame of references to complete and open the recognizing of brand equity. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Thai%20brand%20equity" title="Thai brand equity">Thai brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=knowledge%20critical" title=" knowledge critical"> knowledge critical</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20management" title=" brand management"> brand management</a>, <a href="https://publications.waset.org/abstracts/search?q=branding" title=" branding"> branding</a> </p> <a href="https://publications.waset.org/abstracts/55534/a-critical-knowledge-of-brand-equity-in-thai-academic-works" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/55534.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">324</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1135</span> A Study of Intellectual Property Issues in the Indian Sports Industry</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ashaawari%20Datta%20Chaudhuri">Ashaawari Datta Chaudhuri</a> </p> <p class="card-text"><strong>Abstract:</strong></p> India is a country that worships sports, especially cricket and football. This paper investigates the different intellectual property law issues that arise for sports. The paper will be a study of the legal precedents and landmark judgements in India for sports law. Some of the issues, such as brand abuse, misbranding, and infringement of IP, are very common and will be studied through case-based analysis. As a developing country, India is coping with new issues for theft of IP in different sectors. It has sportspersons of various kinds representing the country in many international events. This invites various problems in terms of recognition, credit, brand promotions, sponsorships, endorsements, and merchandising. Intellectual property is vital in many such endeavors for both brands and sportspersons. One of the major values associated with sport is ethics. Fairness, equality, and basic concern for credit are crucial in this industry. This paper will focus mostly on issues pertaining to design, trademarks, and copyrights. The contribution of this paper would be to study different problems and identify the gaps that require legislative intervention and policymaking. This is important to help boost businesses and brands associated with this industry to help occupy spaces in the market. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=copyright" title="copyright">copyright</a>, <a href="https://publications.waset.org/abstracts/search?q=design" title=" design"> design</a>, <a href="https://publications.waset.org/abstracts/search?q=intellectual%20property" title=" intellectual property"> intellectual property</a>, <a href="https://publications.waset.org/abstracts/search?q=Indian%20landscape%20for%20sports%20law" title=" Indian landscape for sports law"> Indian landscape for sports law</a>, <a href="https://publications.waset.org/abstracts/search?q=patents" title=" patents"> patents</a>, <a href="https://publications.waset.org/abstracts/search?q=trademark" title=" trademark"> trademark</a>, <a href="https://publications.waset.org/abstracts/search?q=licensing" title=" licensing"> licensing</a>, <a href="https://publications.waset.org/abstracts/search?q=infringement" title=" infringement"> infringement</a> </p> <a href="https://publications.waset.org/abstracts/182936/a-study-of-intellectual-property-issues-in-the-indian-sports-industry" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/182936.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">51</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1134</span> Brand Positioning in Iran: A Case Study of the Professional Soccer League </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Homeira%20Asadi%20Kavan">Homeira Asadi Kavan</a>, <a href="https://publications.waset.org/abstracts/search?q=Seyed%20Nasrollah%20Sajjadi"> Seyed Nasrollah Sajjadi</a>, <a href="https://publications.waset.org/abstracts/search?q=Mehrzade%20Hamidi"> Mehrzade Hamidi</a>, <a href="https://publications.waset.org/abstracts/search?q=Hossein%20Rajabi"> Hossein Rajabi</a>, <a href="https://publications.waset.org/abstracts/search?q=Mahdi%20Bigdely"> Mahdi Bigdely</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Positioning strategies of a sports brand can create a unique impression in the minds of the fans, sponsors, and other stakeholders. In order to influence potential customer's perception in an effective and positive way, a brands positioning strategy must be unique, credible, and relevant. Many sports clubs in Iran have been struggling to implement and achieve brand positioning accomplishments, due to different reasons such as lack of experience, scarcity of experts in the sports branding, and lack of related researches in this field. This study will provide a comprehensive theoretical framework and action plan for sport managers and marketers to design and implement effective brand positioning and to enable them to be distinguishable from competing brands and sports clubs. The study instrument is interviews with sports marketing and brand experts who have been working in this industry for a minimum of 20 years. Qualitative data analysis was performed using Atlast.ti text mining software version 7 and Open, axial and selective coding were employed to uncover and systematically analyze important and complex phenomena and elements. The findings show 199 effective elements in positioning strategies in Iran Professional Soccer League. These elements are categorized into 23 concepts and sub-categories as follows: Structural prerequisites, Strategic management prerequisites, Commercial prerequisites, Major external prerequisites, Brand personality, Club symbols, Emotional aspects, Event aspects, Fans’ strategies, Marketing information strategies, Marketing management strategies, Empowerment strategies, Executive management strategies, League context, Fans’ background, Market context, Club’s organizational context, Support context, Major contexts, Political-Legal elements, Economic factors, Social factors, and Technological factors. Eventually, the study model was developed by 6 main dimensions of Causal prerequisites, Axial Phenomenon (brand position), Strategies, Context Factors, Interfering Factors, and Consequences. Based on the findings, practical recommendations and strategies are suggested that can help club managers and marketers in developing and improving their respective sport clubs, brand positioning, and activities. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20positioning" title="brand positioning">brand positioning</a>, <a href="https://publications.waset.org/abstracts/search?q=soccer%20club" title=" soccer club"> soccer club</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20marketing" title=" sport marketing"> sport marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=Iran%20professional%20soccer%20league" title=" Iran professional soccer league"> Iran professional soccer league</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20strategy" title=" brand strategy"> brand strategy</a> </p> <a href="https://publications.waset.org/abstracts/129036/brand-positioning-in-iran-a-case-study-of-the-professional-soccer-league" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/129036.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">136</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1133</span> Self-Congruence and Oppositional Brand Loyalty: The Role of Consumer Engagement, Consumer Brand Identification and Gender</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Sheeraz">Muhammad Sheeraz</a>, <a href="https://publications.waset.org/abstracts/search?q=Mehwish%20Ejaz"> Mehwish Ejaz</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study endeavors to enhance the understanding of the determinants of oppositional brand loyalty, particularly within the context of fans of a sports brand. The primary focus is on investigating how oppositional brand loyalty fosters rivalry among the fans and exploring the interplay between various variables, namely self-congruence, consumer brand identification, consumer brand engagement, and narcissism, in influencing the likelihood of endorsing a rival team. The research adopts a cross-sectional survey methodology, employing a structured questionnaire distributed both online and onsite to gather responses from a representative sample of 460 PSL fans in Pakistan. The data collection process involved obtaining responses from diverse settings, including universities, shopping malls, and other public spaces frequented by PSL enthusiasts. Participants were prompted to indicate their allegiance to a specific PSL team and subsequently respond to the questionnaire based on their preferences. The findings of the study reveal that narcissism, as a moderating factor, exhibits no significant influence on consumer brand identification, consumer brand engagement, and oppositional brand loyalty. However, it does emerge as a significant moderator in the relationship between self-congruence and consumer brand identification. Particularly, consumers express brand identification through self-congruence, elucidating the existence of oppositional sentiments among PSL fans and their counterparts supporting rival teams. The implications of these results underscore the importance for marketers to establish a brand identity that resonates with consumers on a personal level. Such an approach fosters a strong sense of identification with the brand, prompting consumers to vigorously defend and support their favored brands, even in the face of opposition from rival teams. Marketers are encouraged to focus on cultivating long-term consumer loyalty, as it proves pivotal in maintaining a competitive advantage over industry counterparts. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=oppositional%20brand%20loyalty" title="oppositional brand loyalty">oppositional brand loyalty</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20brand%20identification" title=" consumer brand identification"> consumer brand identification</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20brand%20engagement" title=" consumer brand engagement"> consumer brand engagement</a>, <a href="https://publications.waset.org/abstracts/search?q=narcissism" title=" narcissism"> narcissism</a>, <a href="https://publications.waset.org/abstracts/search?q=self-congruence" title=" self-congruence"> self-congruence</a> </p> <a href="https://publications.waset.org/abstracts/181692/self-congruence-and-oppositional-brand-loyalty-the-role-of-consumer-engagement-consumer-brand-identification-and-gender" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/181692.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">72</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1132</span> Brand Management Model in Professional Football League</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Vajiheh%20Javani">Vajiheh Javani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The study aims to examine brand image in Iran's professional Football League (2014-2015). The study was descriptive survey one. A sample of Iranian professional football league fans (N=911) responded four items questionnaire. A structural equation model (SEM) test with maximum likelihood estimation was performed to test the relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. According to results, brand image plays a pivotal role between Iranian fans brand loyalty. Create an attractive and desirable brand image in the fans mind increases brand loyalty. Moreover due to, revenue and profits increase through ticket sales and products of club and also attract more sponsors. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20management" title="brand management">brand management</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20industry" title=" sport industry"> sport industry</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title=" brand image"> brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=fans" title=" fans"> fans</a> </p> <a href="https://publications.waset.org/abstracts/49212/brand-management-model-in-professional-football-league" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/49212.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">334</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1131</span> Social Media as a ‘Service’ for Value Co-Creation by Integrating Sponsoring Companies, Sports Entities and Fans</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Harri%20Jalonen">Harri Jalonen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Social media has changed the ways we communicate, collaborate and connect with each other. It has also influenced our habits of consuming sports. Social media has allowed direct interaction between sponsoring companies, athletes/players and fans. Drawing on the service dominant logic of value co-creation, the conceptual paper identifies three operant resources which are beneficial for value co-creation: i) social identity and sense of community, ii) congruence and brand personality, and iii) participatory culture and fan activation. The paper contributes to the theoretical discussion on how social can be media used for value co-creation purposes in the sports industry. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sports" title="sports">sports</a>, <a href="https://publications.waset.org/abstracts/search?q=value%20co-creation" title=" value co-creation"> value co-creation</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a>, <a href="https://publications.waset.org/abstracts/search?q=service" title=" service"> service</a> </p> <a href="https://publications.waset.org/abstracts/54259/social-media-as-a-service-for-value-co-creation-by-integrating-sponsoring-companies-sports-entities-and-fans" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/54259.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">278</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1130</span> Sports Development in Nigeria</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Bakari%20Mohammed">Bakari Mohammed</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Sports performance and achievements have been the avenue through which great nations of the world exhibit their supremacy over others through sports development strategy. Effective sports development, therefore, requires variables like sports policy, sports funding, sports programme, sports facilities and sponsorship. The extent to what these variables are met shall no doubt affects the effectiveness of any sports development. Two distinguishing features of the Nigerian sports system are its central organization and its employment for specific socio-political objectives, it is against this backdrop that this paper will x-ray the politicization of sports which parallels sports development in the enhanced role of sports and in contrast with developed nations system and management. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sport%20development" title="sport development">sport development</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20policy" title=" sport policy"> sport policy</a>, <a href="https://publications.waset.org/abstracts/search?q=personnel" title=" personnel"> personnel</a>, <a href="https://publications.waset.org/abstracts/search?q=program" title=" program"> program</a>, <a href="https://publications.waset.org/abstracts/search?q=facilities" title=" facilities"> facilities</a>, <a href="https://publications.waset.org/abstracts/search?q=funding" title=" funding"> funding</a>, <a href="https://publications.waset.org/abstracts/search?q=sponsorship" title=" sponsorship"> sponsorship</a> </p> <a href="https://publications.waset.org/abstracts/35152/sports-development-in-nigeria" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/35152.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">524</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1129</span> Exploring the Factors That Influence the Choices of Senior on Sporting Goods and Brands: A Case Study of Wufeng District, Taichung City</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ting%20Hsiang%20Chang">Ting Hsiang Chang</a>, <a href="https://publications.waset.org/abstracts/search?q=Cheng%20Zuo%20Tsai"> Cheng Zuo Tsai</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In recent years, sports culture dominated in Taiwan, which spurred the rapid development of the sports industry. More innovative and high-tech sporting goods were developed to provide choices for consumers. Nowadays, Taiwan has gradually entered the aging society where people pay more attention to health promotion, delay of aging and other related issues among senior. However, it is an undeniable fact that moderate exercise is a great help to delay aging. Therefore, how senior select the appropriate sporting goods, including sports shoes, sportswear, sports equipment, and even the sports brands when engaged in various kinds of sports, are explored in this research. Therefore, this study sets the reference indicators by exploring the brands of sporting goods, that senior aged 50-70 choose in a fog peak district, the Taichung City, as the subjects of study by answering a questionnaire. Also, this study offers recommendations in terms of the design, marketing or selling of sporting goods for the senior, and how owners of sports brands or related sports industries should target them. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=senior" title="senior">senior</a>, <a href="https://publications.waset.org/abstracts/search?q=aging" title=" aging"> aging</a>, <a href="https://publications.waset.org/abstracts/search?q=sporting%20goods" title=" sporting goods"> sporting goods</a>, <a href="https://publications.waset.org/abstracts/search?q=sports%20brand" title=" sports brand"> sports brand</a> </p> <a href="https://publications.waset.org/abstracts/73496/exploring-the-factors-that-influence-the-choices-of-senior-on-sporting-goods-and-brands-a-case-study-of-wufeng-district-taichung-city" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/73496.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">200</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1128</span> Applying Transformative Service Design to Develop Brand Community Service in Women, Children and Infants Retailing</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Shian%20Wan">Shian Wan</a>, <a href="https://publications.waset.org/abstracts/search?q=Yi-Chang%20Wang"> Yi-Chang Wang</a>, <a href="https://publications.waset.org/abstracts/search?q=Yu-Chien%20Lin"> Yu-Chien Lin</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research discussed the various theories of service design, the importance of service design methodology, and the development of transformative service design framework. In this study, transformative service design is applied while building a new brand community service for women, children and infants retailing business. The goal is to enhance the brand recognition and customer loyalty, effectively increase the brand community engagement by embedding the brand community in social network and ultimately, strengthen the impact and the value of the company brand. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=service%20design" title="service design">service design</a>, <a href="https://publications.waset.org/abstracts/search?q=transformative%20service%20design" title=" transformative service design"> transformative service design</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20community" title=" brand community"> brand community</a>, <a href="https://publications.waset.org/abstracts/search?q=innovation" title=" innovation"> innovation</a> </p> <a href="https://publications.waset.org/abstracts/49088/applying-transformative-service-design-to-develop-brand-community-service-in-women-children-and-infants-retailing" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/49088.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">497</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1127</span> The Effect of Brand Mascots on Consumers' Purchasing Behaviors</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Isari%20Pairoa">Isari Pairoa</a>, <a href="https://publications.waset.org/abstracts/search?q=Proud%20Arunrangsiwed"> Proud Arunrangsiwed</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20mascot" title="brand mascot">brand mascot</a>, <a href="https://publications.waset.org/abstracts/search?q=consumers%E2%80%99%20behavior" title=" consumers’ behavior"> consumers’ behavior</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication" title=" marketing communication"> marketing communication</a>, <a href="https://publications.waset.org/abstracts/search?q=purchasing" title=" purchasing"> purchasing</a> </p> <a href="https://publications.waset.org/abstracts/44798/the-effect-of-brand-mascots-on-consumers-purchasing-behaviors" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/44798.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">260</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1126</span> Identify Affecting Stadium Factors on Branding of Sport Events in Iran</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nargess%20Fasih%20Mardanloo">Nargess Fasih Mardanloo</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this study was to identify affecting Stadium factors on branding of sport events in Iran. Research methods was qualitative. Interviews was used to collect data. Research community were experts and elites of sports management, sports events and sports marketing who use theoretical and Snowball sampling, 11 individuals were selected. The results showed, Effective ingredients in the city of the event included: Design and branding stadiums and sport facilities, General welfare in Stadium, Reconstruction of Present sports places.Managers can pay attention to the effective stadium factors. Then they use of the benefits of branding event, such as an increase in interest and media sponsors, ticket sales are able to enjoy the event, and many others. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand" title="brand">brand</a>, <a href="https://publications.waset.org/abstracts/search?q=branding%20of%20sport%20event" title=" branding of sport event"> branding of sport event</a>, <a href="https://publications.waset.org/abstracts/search?q=sports%20events" title=" sports events"> sports events</a>, <a href="https://publications.waset.org/abstracts/search?q=stadium" title=" stadium"> stadium</a>, <a href="https://publications.waset.org/abstracts/search?q=sport%20management." title="sport management.">sport management.</a> </p> <a href="https://publications.waset.org/abstracts/34086/identify-affecting-stadium-factors-on-branding-of-sport-events-in-iran" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/34086.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">457</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1125</span> Employee Branding: An Exploratory Study Applied to Nurses in an Organization</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Pawan%20Hinge">Pawan Hinge</a>, <a href="https://publications.waset.org/abstracts/search?q=Priya%20Gupta"> Priya Gupta</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Due to cutting edge competitions between organizations and war for talent, the workforce as an asset is gaining significance. The employees are considered as the brand ambassadors of an organization, and their interactions with the clients and customers might impact directly or indirectly on the overall value of the organization. Especially, organizations in the healthcare industry the value of an organization in the perception of their employees can be one of the revenue generating and talent retention strategy. In such context, it is essential to understand that the brand awareness among employees can effect on employer brand image and brand value since the brand ambassadors are the interface between organization and customers and clients. In this exploratory study, we have adopted both quantitative and qualitative approaches for data analysis. Our study shows existing variation among nurses working in different business units of the same organization in terms of their customer interface or interactions and brand awareness. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title="brand awareness">brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20image" title=" brand image"> brand image</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20value" title=" brand value"> brand value</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20interface" title=" customer interface"> customer interface</a> </p> <a href="https://publications.waset.org/abstracts/72160/employee-branding-an-exploratory-study-applied-to-nurses-in-an-organization" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/72160.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">285</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1124</span> Brand Placement Practices in the Movies and Their Importance on Brand Recall</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Elif%20Esiyok">Elif Esiyok</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Brand placement practices have become a popular advertising strategy, which is widely used in movies. Whether these brands are remembered by the audience after the film, or if they affect the purchasing preferences of the consumers has become one of the most important topics in the field of advertising. From this point, in this study, the "Devil Wears Prada" movie which includes high amount of brand placements is chosen. The movie watched to the undergraduate students in Turkey to measure the impact of brand placements on the attitudes of the consumers relating with a specific brand. In total 100 students were the subjects of this study. The participants were selected through using a simple random sampling method. The findings revealed that there is a significant difference between male and females in terms of brand recall. Female students were remembered the fashion brands more than the males, whereas males generally recalled the automotive brands and restaurant names. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20placement" title="brand placement">brand placement</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20recall" title=" brand recall"> brand recall</a>, <a href="https://publications.waset.org/abstracts/search?q=advertising" title=" advertising"> advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=media" title=" media"> media</a> </p> <a href="https://publications.waset.org/abstracts/91904/brand-placement-practices-in-the-movies-and-their-importance-on-brand-recall" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/91904.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">164</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1123</span> Exploring Digital Media’s Impact on Sports Sponsorship: A Global Perspective</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sylvia%20Chan-Olmsted">Sylvia Chan-Olmsted</a>, <a href="https://publications.waset.org/abstracts/search?q=Lisa-Charlotte%20Wolter"> Lisa-Charlotte Wolter</a> </p> <p class="card-text"><strong>Abstract:</strong></p> With the continuous proliferation of media platforms, there have been tremendous changes in media consumption behaviors. From the perspective of sports sponsorship, while there is now a multitude of platforms to create brand associations, the changing media landscape and shift of message control also mean that sports sponsors will have to take into account the nature of and consumer responses toward these emerging digital media to devise effective marketing strategies. Utilizing the personal interview methodology, this study is qualitative and exploratory in nature. A total of 18 experts from European and American academics, sports marketing industry, and sports leagues/teams were interviewed to address three main research questions: 1) What are the major changes in digital technologies that are relevant to sports sponsorship; 2) How have digital media influenced the channels and platforms of sports sponsorship; and 3) How have these technologies affected the goals, strategies, and measurement of sports sponsorship. The study found that sports sponsorship has moved from consumer engagement, engagement measurement, and consequences of engagement on brand behaviors to micro-targeting one on one, engagement by context, time, and space, and activation and leveraging based on tracking and databases. From the perspective of platforms and channels, the use of mobile devices is prominent during sports content consumption. Increasing multiscreen media consumption means that sports sponsors need to optimize their investment decisions in leagues, teams, or game-related content sources, as they need to go where the fans are most engaged in. The study observed an imbalanced strategic leveraging of technology and digital infrastructure. While sports leagues have had less emphasis on brand value management via technology, sports sponsors have been much more active in utilizing technologies like mobile/LBS tools, big data/user info, real-time marketing and programmatic, and social media activation. Regardless of the new media/platforms, the study found that integration and contextualization are the two essential means of improving sports sponsorship effectiveness through technology. That is, how sponsors effectively integrate social media/mobile/second screen into their existing legacy media sponsorship plan so technology works for the experience/message instead of distracting fans. Additionally, technological advancement and attention economy amplify the importance of consumer data gathering, but sports consumer data does not mean loyalty or engagement. This study also affirms the benefit of digital media as they offer viral and pre-event activations through storytelling way before the actual event, which is critical for leveraging brand association before and after. That is, sponsors now have multiple opportunities and platforms to tell stories about their brands for longer time period. In summary, digital media facilitate fan experience, access to the brand message, multiplatform/channel presentations, storytelling, and content sharing. Nevertheless, rather than focusing on technology and media, today’s sponsors need to define what they want to focus on in terms of content themes that connect with their brands and then identify the channels/platforms. The big challenge for sponsors is to play to the venues/media’s specificity and its fit with the target audience and not uniformly deliver the same message in the same format on different platforms/channels. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=digital%20media" title="digital media">digital media</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20media" title=" mobile media"> mobile media</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a>, <a href="https://publications.waset.org/abstracts/search?q=technology" title=" technology"> technology</a>, <a href="https://publications.waset.org/abstracts/search?q=sports%20sponsorship" title=" sports sponsorship"> sports sponsorship</a> </p> <a href="https://publications.waset.org/abstracts/59382/exploring-digital-medias-impact-on-sports-sponsorship-a-global-perspective" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/59382.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">294</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1122</span> Examining the Role of Brand Equity and Explore the Influence of Consumers' Brand Relationship Quality</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jim%20Shih-Chiao%20Chin">Jim Shih-Chiao Chin </a>, <a href="https://publications.waset.org/abstracts/search?q=Tsai%20Lin%20Hsu"> Tsai Lin Hsu</a>, <a href="https://publications.waset.org/abstracts/search?q=Shui%20Lien%20Chen"> Shui Lien Chen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This article extends the relation between company’s employee and customers in market. According to the previous researches, most researchers analyzed and focused on customers’ brand perception. In the recently, some scholars star to explore the brand management from company viewpoint. The aim of this study is to explore whether consumers perception would be affected by the firm brand. This research would like to examine the relationship between individual consumers and corporate brands in the business-to-consumers sector. First, the study develops a framework that the connection with consumer and company. Second, this article uses three dimensions, brand knowledge, brand commitment, and brand equity to measure employees’ loyalty of brand and applies brand relationship quality to gauge the level of brand’s importance in consumer’s mind. This paper uses SPSS 20.0 and AMOS 20.0 to test consumers’ minds toward the brand equity which the company provides. There are totally 862 valid questionnaires returned, and 431 participants are consumers; the other 431 participants are employees. Those questionnaires are one-by-one to consumer and employee so those are 431 pairs questionnaires. Based on 431 pairs of consumers and company’s employees, analyzed results show that brand knowledge and brand commitment play important roles influencing brand equity. The results also demonstrate the extra-role brand equity positively impact on the brand relationship quality of consumers. In addition, the findings reveal that the company can improve brand relationship quality of consumers by enhancing extra-role brand equity. There is a sufficient evidence denote that brand relationship quality not only shows about the brand of customers’ thought but also implies company how to build the brand to impress on consumers. These findings provide the degree of the brand in consumers’ cognition. The brand-owner employee can reference the conclusion to creative new strategic to the next time or can be one of the company’s competitive advantages. Those results and conclusions are contributed to management practice and future. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=brand%20knowledge" title="brand knowledge">brand knowledge</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20commitment" title=" brand commitment"> brand commitment</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20equity" title=" brand equity"> brand equity</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20relationship%20quality" title=" brand relationship quality"> brand relationship quality</a> </p> <a href="https://publications.waset.org/abstracts/25446/examining-the-role-of-brand-equity-and-explore-the-influence-of-consumers-brand-relationship-quality" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/25446.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">445</span> </span> </div> </div> <ul class="pagination"> <li class="page-item disabled"><span class="page-link">&lsaquo;</span></li> <li class="page-item active"><span class="page-link">1</span></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=2">2</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=3">3</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=4">4</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=5">5</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=6">6</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=7">7</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=8">8</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=9">9</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=10">10</a></li> <li class="page-item disabled"><span class="page-link">...</span></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=38">38</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=39">39</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=sports%20brand&page=2" rel="next">&rsaquo;</a></li> </ul> </div> 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