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Is There More To Merchandise Than Making Money?: A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. (International Marketing Strategy)
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. (International Marketing Strategy)
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Authors: Alexander Falck, 86-05-24, Economic program

Rasmus Bergqvist, 84-11-08, Marketing program

Course: International Marketing Strategy, 4FE02E (AF) and 4FE00E (RB)

Tutor: Anders PehrssonExaminer: Anders PehrssonTitle: Is There More to Merchandise Than Making Money? A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise.

Background and problem discussion: 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.

Research question: How do Scandinavian football clubs use merchandise to build the club Brand Equity?

Purpose: The purpose is 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.

Methodology: To study the subject thoroughly the study used in this thesis is qualitative. We have chosen to conduct a multiple case study with semi-structured interviews and content analysis of the physical artefacts, merchandise. Five Scandinavian football clubs took part in this research.

Findings: 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.

Keywords: Brand, Brand Association, Brand Awareness, Brand Equity, Brand Identity Prism, Culture, Merchandise, Perceived Quality, Personality, Physique, Relationship

Place, publisher, year, edition, pages
2010. , p. 45
Keywords [en]
Brand, Brand Association, Brand Awareness, Brand Equity, Brand Identity Prism, Culture, Merchandise, Perceived Quality, Personality, Physique, Relationship
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-6606OAI: oai:DiVA.org:lnu-6606DiVA, id: diva2:327557
Presentation
2010-06-03, 15:00 (English)
Uppsok
Social and Behavioural Science, Law
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Examiners
Available from: 2010-06-29 Created: 2010-06-29 Last updated: 2010-06-29Bibliographically approved

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