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Conclusions

Methods/ Procedures

Introduction

  • Soccer teams and the brand equity associated with each of them
  • Different aspects that define brand equity and the brand itself
  • Discover what creates brand loyalty with consumers
  • Look at how European Soccer teams have created such strong brand equity in their markets
  • The surveyors found that the SBBE was inconsistent with each person but was based strongly in a tradition of the individual
  • Each person has defined what makes their team special to them but some aspects are consistent draws to all people

Spectator-Based Brand Equity in Professional Soccer

  • There were surveys given to spectators about sport based brand equity (SBBE)
  • The surveys were administered during games in the stadium
  • They asked the survey participants about what they enjoy the most about their team and how often they attend games

Implications

Teams looked at

  • This data can help us as sport marketers determine what sort of amenities to offer their customers
  • Sport marketers can make a marketing scheme for the more effective areas of SBBE
  • The data can lead sport marketers to come up with different ways to draw new consumers in as well

Found in Sports Marketing Quarterly

Results

By: Andrew Kahle

  • From the surveys the researchers found that there was a lack of consistency in what drew the people in
  • However the result in the survey determined that stadium community and atmosphere was a consistent draw for all participants
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