Is There More To Merchandise Than Making Money

Language: English

Published by LAP LAMBERT Academic Publishing Jul 2010, 2010

3838390083 / 9783838390086

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Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermanyBuchWeltWeit Ludwig Meier e.K.

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Softcover

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This item is printed on demand - it takes 3-4 days longer - Neuware -Merchandise is one part of the product that a football club offers. Kapferer's (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers' perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject. The purpose was to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club's total turnover and the merchandise turnover contribution from each attending supporter. We found that the Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn't be seen in this thesis. 72 pp. Englisch. …

Seller Inventory # 9783838390086

Title
Is There More To Merchandise Than Making Money
Author
Alexander Falck
Publisher
LAP LAMBERT Academic Publishing Jul 2010
Publication year
2010
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3838390083
ISBN 13
9783838390086
Item weight
125 grams
Dimensions
220x150x5 mm

BuchWeltWeit Ludwig Meier e.K.

Bergisch Gladbach, Germany

5-star seller

AbeBooks seller since January 11, 2012

Shipping rates from Germany to U.S.A.

Item5 to 15 business days5 to 15 business days
First itemUS$ 25.67US$ 25.67
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BuchWeltWeit Ludwig Meier e.K.

Germany