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Usa Bmx Brand Effect a Dissertation Submitted In USA BMX BRAND EFFECT A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE RQUIREMENTS FOR THE DEGREE OF PHILOSOPHY IN THE GRADUATE SCHOOL OF THE TEXAS WOMAN’S UNIVERSITY DEPARTMENT OF KINESIOLOGY COLLEGE OF HEALTH SCIENCES BY LINDSAY KROL PURSGLOVE, A.A., B.A., M.S., M.B.A. DENTON, TEXAS AUGUST 2015 TEXAS WOMAN’S UNIVERSITY DENTON, TEXAS May 11, 2015 To the Dean of the Graduate School: I am submitting herewith a dissertation written by Lindsay Pursglove entitled “USA BMX Brand Effect.” I have examined this dissertation for form and content and recommend that it be accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy with a major in Kinesiology-Sport Management. __________________________________ Kimberly Miloch, Ph.D., Major Professor We have read this dissertation and recommend its acceptance: __________________________________ __________________________________ __________________________________ __________________________________ Charlotte (Barney) Sanborn, Ph.D., Department Chair Accepted: __________________________________ Dean of the Graduate School Copyright © Lindsay Krol Pursglove, 2015 all rights reserved iii DEDICATION For my brother, Geordan Pursglove, had you never began racing BMX this research and my passion for the sport would have never happened. iv ACKNOWLEDGMENTS This dissertation was only possible by the ongoing guidance and support of many individuals. First I would like to thank my dissertation chair Dr. Kimberly Miloch, without your guidance throughout the doctoral course work, comps, and dissertation I would not be where I am today. You have shaped me into the scholar that I am becoming by always insisting that I present at conferences (not posters), publish, and teach. I am beyond honored that I was fortunate enough to work alongside you as your graduate assistant for that mentorship and opportunity will stay with me forever. You have created a great opportunity for doctoral students by always understanding, supporting, protecting, and encouraging us in and out of the classroom. Next, my dissertation thanks continues on to the entire dissertation committee: Dr. David Nichols, Dr. Kerry Webb, and Dr. Leslie Graham. Each of you hold a special place in my heart. Dr. Nichols, you are a saint for getting me through both statistics classes successfully and in one piece. Dr. Webb your leadership class in the TWU business department was inspirational to me, you have shown me how to mix my passion into academia and the business industry. Dr. Graham, thank you for joining in on my dissertation and for always checking in on me throughout the process. I appreciate all of the continued help and editing you have done. Without your continual checking in and pushing timelines this process would have probably ended up taking me longer to v complete. Thank you so much for guiding me through the doctoral and dissertation processes. My family has always been the most important thing in my life for they support and motivate me constantly. To my mom, Debra Krol, one of the best things you ever did for me was moving us to Texas which led me to find Texas Woman’s University. You are always in my corner, so helpful, and proud of me. Thank you for always editing my work for me too. Dad, George Pursglove, you are my personal cheerleader. You always believe in me and make anything I want to try or accomplish feel obtainable. Now you can officially tell everyone…”my daughter – the doctor”. My brother, Geordan Pursglove, thank you for going on this journey with me from going to the BMX tracks together over the years to which fostered this line of BMX research. This really wouldn’t be possible if you did not begin racing as a child. Your participation in racing is a prime example of how BMX is family sport and everyone can get involved. Thanks to my fur babies, my dogs, Gunner and Gia, for always laying around as I worked and for providing plenty of distractions to not get work done all the time. Friends are there for the good times and there for the bad and I have plenty of them to thank. Sun Kang, from our master program to doctoral work, you have been by my side no matter what. Thank you for being there and talking/working with me over the phone until all hours of the night. You are my conference buddy always and forever and can’t wait for the years of conference travel we get to do. vi I would like to thank all of my friends in Texas -Y’all became my extended family. Thank you for always being there for me and know that every effort you made to listen to me vent, work around my school schedule, and get me out for some fun was always and will always be greatly appreciated. Samantha Gwynn, Sarah Maldonado, and Katie Young you three are amazing and I am so grateful to have you in my life. Last but certainly not least by any means, I would like to thank all my fellow doctoral student friends who are the only ones that know exactly what we went through during course work, comps, and dissertation. Andjelka Pavlovic, Ph.D., Amanda Glenn, Sandy Shawver, Jim Tennison, Keston Lindsay, Ph.D., Kristen Perry, Amber Smith- Ditizio, and Kenny Yu I have learned so much from all of you. Thank you for always being there in and out of the classroom, during research opportunities, over group text messages and phone/skype calls. Without all of you I would have never stayed in Texas and would have never finished my doctoral work. Just because we are all done or close to being done with our doctoral work does not mean you are done with me because you are stuck with me and our friendship and memories will last a lifetime. vii ABSTRACT LINDSAY KROL PURSGLOVE USA BMX BRAND EFFECT AUGUST 2015 The purpose of this study is to examine brand management strategies in niche sport enterprises. Specifically, this research will analyze and identify the brand management strategies of USA BMX, a brand audit will be conducted using Porter’s Five Forces. BMX has a history that has shaped and transformed the sport over the years. The events have transitioned from competition in parking lots to competing at the Olympic level. These changes have provided the sport with many challenges and opportunities to sustain and grow the BMX brand. Future growth and changes of BMX will be dependent on the visibility of the USA BMX brand. USA BMX is a new and developing company which is laying the foundation for sustained future visibility in brand management and its financial outlook. The choices it makes in its strategic brand management plan can have great ramifications that impact the company and the sport. viii TABLE OF CONTENTS Page COPYRIGHT .............................................................................................................. iii DEDICATION ............................................................................................................ iv ACKNOWLEDGMENTS ........................................................................................... v ABSTRACT .............................................................................................................. viii LIST OF TABLES ..................................................................................................... xii LIST OF FIGURES .................................................................................................. xiii Chapter I. INTRODUCTION .................................................................................................... 1 Purpose ............................................................................................................. 5 Significance ...................................................................................................... 5 Research Questions .......................................................................................... 7 Definitions........................................................................................................ 9 II. REVIEW OF LITERATURE................................................................................ 13 Brand Management ........................................................................................ 13 Brand Associations & Awareness .................................................................. 14 Brand Differentiation ..................................................................................... 16 Brand Equity .................................................................................................. 17 Porter’s Five Forces ....................................................................................... 21 Competitive Analysis Structure ..................................................................... 25 Sport Brand Management .............................................................................. 28 Niche Sport Brand Management .................................................................... 29 Action Sport Industry ..................................................................................... 31 BMX Racing .................................................................................................. 34 Olympic Impact ............................................................................................. 35 Governance .................................................................................................... 36 Summary ........................................................................................................ 39 ix III. METHOD ...........................................................................................................
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