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How do Swedish football fans perceive the Bundesliga?: A quantitative study examining the Brand Equity and the Brand Interest of the Bundesliga in Sweden.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Nowadays, football is much more than just a sport. In fact, football is a global industry contributing to many countries’ economic and social wealth. Football leagues are deeply involved in globalization processes and follow international marketing strategies while aiming for growth in foreign markets. In that context, it is essential for any football league to know its brand equity and the interest in the league in the desired market, to be able to make strategic decisions which lead to internationalization and marketing management success.

Purpose: The purpose of this study is to examine the Brand Equity of the Bundesliga including Brand Interest. The current research extends Shuv-Ami's (2016a) market brand equity model within sport organizations with Machleit et al.'s (1990) concept of brand interest and is applied to the Bundesliga in the Swedish market.

Research Question: What is the perceived Brand Equity including Brand Interest of the Bundesliga in Sweden?

Methodology: The chosen approach for this study was a deductive approach with a theory and context extension of Shuv-Ami's (2016a) market brand equity model. A quantitative data collection through online survey was conducted and collected 805 survey answers from Swedish football fans which were used for the analysis.

Conclusion: The findings showed that the perceived Brand Equity including the brand interest of the Bundesliga in Sweden was very positive. The Bundesliga was especially highly ranked in terms of Brand Knowledge, Brand Image, Brand Personality, Brand Satisfaction, and Brand Interest. Further, the proposed Brand Equity model including Brand Interest as a new variable has been successfully confirmed by this study as Brand Interest had been identified as a significant contributor to Brand Equity.

Keywords: Brand Equity, Brand Interest, Bundesliga, Sports Marketing, Football, Brand Equity of a Football League, Football Marketing.

Place, publisher, year, edition, pages
2017. , p. 68
Keywords [en]
Brand Equity, Brand Interest, Bundesliga, Sports Marketing, Football, Brand Equity of a Football League, Football Marketing.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65046OAI: oai:DiVA.org:lnu-65046DiVA, id: diva2:1107296
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 120 credits
Supervisors
Examiners
Available from: 2017-06-12 Created: 2017-06-09 Last updated: 2017-06-12Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf