| Přispěvatelé: |
Müller, Re-an, Bevan-Dye, A.L., 20110642 - Müller, Re-An (Supervisor), 12426156 - Bevan-Dye, Ayesha Lian (Supervisor) |
| Popis: |
PhD (Marketing Management), North-West University, Vanderbijlpark Campus, 2019 The concept of sport marketing has been present for ages. This is an alternative tool available for general marketers and sport marketers. The concept of sport marketing has been applied by many companies to promote and expose their brands to the targeted consumers. This can be proved by the increase in media coverage of televised sporting events. Likewise, sport media coverage is trending worldwide and makes the task of marketers easy as their brands are introduced to the international markets. Therefore, sport marketing plays a vital role as a link between consumers and marketers. Brand personality has been present in marketing literature for many years. Recently, brand personality has been applied in sport brands and attracted the interest of researchers. Sport team activities influence consumer perceptions about the sport team brand. Consumer perceptions are useful to develop marketing strategies in order to set aside a sport team from competitors. Several different scales have been developed to measure such consumer perceptions. There is dearth of published research regarding consumers’ perceptions of brand personality in the South African market (Müller, 2014:532) but currently no published research to report on the measurement of the brand personality of sport teams in South Africa. There are only a few authors who have developed brand personality traits scales for sport teams globally (Tsiotsou, 2012:246; Braustain and Ross, 2010:11; Kang, 2013:13; Kang et al., 2016:6). As a result, the gap in the literature suggests that more research is required on the brand personality of sport teams. Brand personality has always been an important topic for academic research and empirical practice (Bei et al., 2012:131). Marketers applied the concept of brand personality for the purpose of improving the effectiveness of a brand. Since the importance of brand personality, the concept has been well-acknowledged and several efforts to elaborate on the concept has been made (Li et al., 2014:324). The primary objective of this study was to develop and validate a sport-team-brand-personality-trait scale (STBP-trait scale) for South African professional sport teams. Six steps of quantitative and qualitative methods were followed during the scale development. Step 1 was traits identification by means of a focus group. Similarly, Step 2 was traits identification by reviewing literature and website analysis. These traits were reduced into a more manageable number by a subject expert panel(s) in Step 3. Following was the development of STBP-traits scale using the remaining traits in (Step 4). Thereafter, the developed STBP-trait scale was tested for validity in Step 5 and produced results indicating that the scale was valid. The scale had a four factor structure namely: Trustworthiness, Competitiveness, Friendliness and Trendiness. The developed STBP-trait scale may assist sport teams to select brand personality traits to be implemented in their marketing activities and positioning strategies. The results will be used for rebranding sport teams and differentiate these teams from their competitors. Doctoral |
