KOREASCHOLAR

EXPLORING SOCCER FANS’ SCHEMATA REGARDING GLOBAL VS LOCAL HUMAN BRANDS

Anna Zarkada, Eugenia Tzoumaka
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271757
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.2160-2173
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Via an exploratory survey we decoded the interplay of the multiple points of attachment leading the consumer to the soccer field. Results indicate that local soccer player brands’ conceptual property which lies with the shared bond of team identification and is leveraged reciprocally, adds both to the human and the organizational brand equity.

Keyword
Soccer fansLocal human brandsBrand equityGreek soccer clubPersonal brand
Author
  • Anna Zarkada(Athens University of Economics and Business)
  • Eugenia Tzoumaka(Athens University of Economics and Business)