The Perceived Brand Equity of the 2013 Zimbabwe Universities Sports Association Games.pdf (original) (raw)
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The Perceived Brand Equity of the 2013 Zimbabwe Universities Sports Association Games
2014
This paper seeks to determine the perceived brand equity of the Zimbabwe Universities Sports Association (ZUSA) Games and increase knowledge on how producers of sports events can enhance the competitiveness of their brands. Semi-structured interviews were used to collect data from 37 randomly sampled participants during the 2013 edition of the ZUSA Games, in Harare and mixed methods procedures were used to analyze data. The findings show that, dimensionally, the perceived equity of the ZUSA game is an aggregate of brand awareness and brand associations. The study established that brand equity scales cannot be uniformly applied across different sport settings owing to the subjective and experiential nature of customer experiences with sports products and services. It also established that the ZUSA Games have negative perceived brand equity. These Games command very low levels of brand awareness outside the Collegiate sports market and have weak psychological connections with internal...
The purpose of this study was to determine the antecedents, nature and market consequences of brand perceptions held by Zimbabwean consumers for professional sports teams. The exploratory sequential mixed methods research design was utilised as the guiding model for the data collection, analysis and interpretation process in this study. The findings from the study were used to develop a conceptual model which is grounded on the subjective, intangible, experiential and multidimensional nature of sport consumption, coined as the Integrative Conceptual Framework for Assessing Perceived Brand Equity in Professional Sports Teams. The goal was to bridge the knowledge gaps in existing sports brand equity models , which tend to ignore those sports fans who consume sports products through such third party sources as the radio and newspapers , as well as the fact that, in the real world, most sports fans use more than one mode consumption to consume their favourite sport. The framework identifies several factors, which lead to the creation of brand equity in professional football teams and grouped into three categories by clustering related elements together. The proposed framework conceptualised brand equity in professional sports teams as an aggregate of brand awareness and associations. It also identifies the positive and negative market consequences that professional sports teams derive from being perceived as strong or weak brand by consumers.
International Journal of Science and Research (IJSR), 2016
Sports sponsorship involves huge sums of money whose return should be accounted for. The paper focuses on the Castle Lager soccer sponsorship (Castle Lager premier soccer league) in Zimbabweand strives to reveal its impact on three brand equity dimensions (brand awareness, brand loyalty and perceived quality). The three brand equity dimensions are based on Yoo and Donthue brand Equity model. Causal research design was used to determine the impact of sports sponsorship on brand equity dimensions. A sample of 200 respondents was selected from a total of 710 000 soccer fans from Dynamos, Caps United, Highlanders and Harare City Football clubs. The data was collected in Harare (the capital city of Zimbabwe) only. A combination of judgmental and convenience sampling was used in stadia to identify soccer respondents. Structured questionnaires were used to gather data. Data was analyzed through correlation analysis using SPSS version 16.0.The obtained results indicates that Castle Lagersport sponsorship programs generate severalpositive outcomes on the three brand equity dimensions that are brand awareness (R square =0.839), brand loyalty (R square=0.668) and perceived quality (R square=0.573). Therefore, castle lager sports sponsorship could be seen as an effective marketing communication tool in order to achieve brand objectives. The authors recommend firms to invest in sponsorship programs so as to boost their brand equity.
Perceived Brand Equity in Professional Sports Teams:A Zimbabwean Consumers' Perspective.pdf
The study explored the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football teams and developed a strategic brand management framework that can bridge existing practical and theoretical knowledge gaps in the management of sports brands in the country. The study was grounded on the exploratory sequential mixed methods research design. In the qualitative strand of the study, data was collected by means of such qualitative data collection procedures as, free-thought listing, semi-structured interviews and focus group discussions. The findings from the qualitative phase were used to generate data collection instruments for questionnaire survey and assess the overall prevalence of the variables that were identified in the first phase from a large number of users of football brands. The NVivo 10 and SPSS version 21.0 software packages were used to analyze qualitative and quantitative data, respectively. The study identified and classified the antecedents of brand perceptions held by Zimbabwean consumers for professional sports teams into consumption experience-trigged antecedents, significant others-triggered antecedents and sports entity-triggered antecedents. The results show that fan loyalty trends for local professional football teams function in tandem with the ethnic identity systems in the country. However, the globalization of football has led to the dilution of national particularities in the game. The findings support the conceptualization of perceived brand equity in as an aggregate of brand awareness and brand associations. Zimbabwean consumers of football brands perceived European professional football teams as the market leaders in their brand category .South African professional football teams were ranked second and Zimbabwean professional football teams were positioned at the bottom of the brand leadership rankings in the minds of Zimbabwean consumers of football brands. The study illustrated how the brand the perceptions held by Zimbabwean corporate and individual consumers for professional football teams have generated negative and positive market consequences.
Perceived Brand Equity in Professional Sports Teams: A Zimbabwean Consumers’Perspective
Asian Business Review, 2015
The study explored the antecedents, dimensions and market consequences of the brand perceptions held by Zimbabwean consumers for professional football teams and developed a strategic brand management framework that can bridge existing practical and theoretical knowledge gaps in the management of sports brands in the country. The study was grounded on the exploratory sequential mixed methods research design. In the qualitative strand of the study, data was collected by means of such qualitative data collection procedures as, free-thought listing, semi-structured interviews and focus group discussions. The findings from the qualitative phase were used to generate data collection instruments for questionnaire survey and assess the overall prevalence of the variables that were identified in the first phase from a large number of users of football brands. The NVivo 10 and SPSS version 21.0 software packages were used to analyze qualitative and quantitative data, respectively. The study identified and classified the antecedents of brand perceptions held by Zimbabwean consumers for professional sports teams into consumption experience-trigged antecedents, significant others-triggered antecedents and sports entity-triggered antecedents. The results show that fan loyalty trends for local professional football teams function in tandem with the ethnic identity systems in the country. However, the globalization of football has led to the dilution of national particularities in the game. The findings support the conceptualization of perceived brand equity in as an aggregate of brand awareness and brand associations. Zimbabwean consumers of football brands perceived European professional football teams as the market leaders in their brand category .South African professional football teams were ranked second and Zimbabwean professional football teams were positioned at the bottom of the brand leadership rankings in the minds of Zimbabwean consumers of football brands. The study illustrated how the brand the perceptions held by Zimbabwean corporate and individual consumers for professional football teams have generated negative and positive market consequences.
International Journal of Marketing and Business Communication, 2018
Although the subject of perceived brand equity in professional sport has been subjected to substantial academic research, there are notable inconsistencies on the dimensions, antecedents and market consequences of brand equity in existing sport brand equity conceptual frameworks. This paper proposes the “Integrated Con-ceptual Framework for Understanding Perceived Brand Equity in Professional Sports Teams” as a contribution towards developing a conceptual understanding that can bridge existing conceptual inconsistencies in the subject area. The Framework was developed from the research findings of an exploratory sequential mixed methods study which was conducted in Zimbabwe, following an extensive review of existing sports brand equity conceptual frameworks. The Framework classifies the antecedents of perceived brand equity in professional sports teams into “Experience-Induced Antecedents”, “Macro Marketing Environment-Induced Antecedents” and “Management-Induced Antecedents”. These antecedents do not apply uniformly across different sport settings. As a results, the different conceptualizations of the antecedents of sports team brand equity in existing conceptual frameworks can be partly attributed to the fact that the frameworks were derived from studies that were carried out in different sport settings. In some cases, there are no tangible content differences, the inconsistences are only in terms of the narrations used to describe the antecedents by different scholars. Dimensionally, the proposed Integrated Conceptual Framework for Understanding Perceived Brand Equity in Professional Sports Teams departs from this traditional conceptualizations of the dimensions of brand equity by noting that team sport brand equity is an aggregate of Brand Awareness, Brand Associations and Brand Relationship. Thus, the framework views Brand Relationship as an additional brand equity dimension, an insight that has not been explicitly captured in existing conceptual frameworks. The Conceptual Framework also illustrates how perceived professional sports team brand equity can generate negative and positive marketplace outcomes. The Proposed Framework supports the theoretical foundations on the dimensions, antecedents and market consequences of sports team brand equity captured in existing literature and goes further to provide new insights and an improved theoretical understanding of these elements. Keywords: Experience-Induced Antecedents, Macro Marketing Environment-Induced Antecedents, Management-Induced Antecedents, Dimensions of Perceived Brand Equity and Market Consequences of Perceived Brand Equity
2015
Sports sponsorship involves huge sums of money whose return should be accounted for. The paper focuses on the Castle Lager soccer sponsorship (Castle Lager premier soccer league) in Zimbabweand strives to reveal its impact on three brand equity dimensions (brand awareness, brand loyalty and perceived quality). The three brand equity dimensions are based on Yoo and Donthue brand Equity model. Causal research design was used to determine the impact of sports sponsorship on brand equity dimensions. A sample of 200 respondents was selected from a total of 710 000 soccer fans from Dynamos, Caps United, Highlanders and Harare City Football clubs. The data was collected in Harare (the capital city of Zimbabwe) only. A combination of judgmental and convenience sampling was used in stadia to identify soccer respondents. Structured questionnaires were used to gather data. Data was analyzed through correlation analysis using SPSS version 16.0.The obtained results indicates that Castle Lagersport sponsorship programs generate severalpositive outcomes on the three brand equity dimensions that are brand awareness (R square =0.839), brand loyalty (R square=0.668) and perceived quality (R square=0.573). Therefore, castle lager sports sponsorship could be seen as an effective marketing communication tool in order to achieve brand objectives. The authors recommend firms to invest in sponsorship programs so as to boost their brand equity.
International Journal of Marketing and Business Communication, 2018
Although the subject of perceived brand equity in professional sport has been subjected to substantial academic research, there are notable inconsistencies on the dimensions, antecedents and market consequences of brand equity in existing sport brand equity conceptual frameworks. This paper proposes the "Integrated Conceptual Framework for Understanding Perceived Brand Equity in Professional Sports Teams" as a contribution towards developing a conceptual understanding that can bridge existing conceptual inconsistencies in the subject area. The Framework was developed from the research findings of an exploratory sequential mixed methods study which was conducted in Zimbabwe, following an extensive review of existing sports brand equity conceptual frameworks. The Framework classifies the antecedents of perceived brand equity in professional sports teams into "Experience-Induced Antecedents", "Macro Marketing Environment-Induced Antecedents" and "Management-Induced Antecedents". These antecedents do not apply uniformly across different sport settings. As a results, the different conceptualizations of the antecedents of sports team brand equity in existing conceptual frameworks can be partly attributed to the fact that the frameworks were derived from studies that were carried out in different sport settings. In some cases, there are no tangible content differences, the inconsistences are only in terms of the narrations used to describe the antecedents by different scholars. Dimensionally, the proposed Integrated Conceptual Framework for Understanding Perceived Brand Equity in Professional Sports Teams departs from this traditional conceptualizations of the dimensions of brand equity by noting that team sport brand equity is an aggregate of Brand Awareness, Brand Associations and Brand Relationship. Thus, the framework views Brand Relationship as an additional brand equity dimension, an insight that has not been explicitly captured in existing conceptual frameworks. The Conceptual Framework also illustrates how perceived professional sports team brand equity can generate negative and positive marketplace outcomes. The Proposed Framework supports the theoretical foundations on the dimensions, antecedents and market consequences of sports team brand equity captured in existing literature and goes further to provide new insights and an improved theoretical understanding of these elements.
The Use Sports Sponsorship as a Brand Equity Building Tool by Zimbabwean Companies.pdf
This paper examines how Zimbabwean companies use sport sponsorship to build and leverage their brands. Data was collected from eight purposively sampled Zimbabwean sport sponsoring companies by means of questionnaires and document analysis. Descriptive statistical measures were used to analyze and present the quantitative data. Willig’s (2001) four stages model of analyzing phenomenological data was used to analyze qualitative data. The study established that sponsorship had positive and negative brand equity building consequences. The findings show that sponsorship objectives and selection are based on business considerations, such as; ensuring maximum returns on sponsorship investment. It was also noted that companies have difficulties in assessing the value of sponsorship. Other findings include the fact that; sponsorship is an element of the integrated marketing communication mix which is mainly used in the introduction, growth and maturity stages of the product life cycle. According to the study, ambush marketing is yet to have adverse effects on Zimbabwean sport sponsoring companies. Key Words: Sponsorship, Ambush Marketing, Brand Equity, Product Life Cycle, Marketing Communication Mix.