Brand Management Strategy for Korean Professional Football Teams
Brand Management Strategy for Korean Professional Football Teams : A Model for Understanding the Relationships between Team Brand Identity, Fans’ Identification with Football Teams, and Team Brand Loyalty A thesis submitted for the degree of Doctor of Philosophy By Ja Joon Koo School of Engineering and Design Brunel University March 2009 ACKNOWLEDGEMENTS I wish to thank many individuals without whom the completion of this dissertation would not have been possible. In particular, I would like to express my sincere appreciation to my supervisor Dr. Ray Holland who has supported my research with valuable advice and assistance. I also wish to extend express thankfulness for my college Gwang Jin Na. His valuable comments were much appreciated to conduct LISREL. In addition, my special thanks go to all respondents who completed my survey. Finally, but definitely not least, I would like to give my special appreciation to my family. To my parent, thank you for their endless love and support. I thank my brother, Ja Eun for his patience and encouragement throughout this process. Especially, my lovely wife, Mee Sun and son, Bon Ho born during my project have encouraged me to complete this dissertation not to give up. I am eternally grateful to all of you. i ABSTRACT This research recommends a new approach to brand strategy for Korean professional football teams, focusing on the relationships between team brand identity as the basic element of sports team branding, team brand loyalty as the most desirable goal, and identification between fans and teams as the mediator between identity and loyalty. Nowadays, professional football teams are no longer merely sporting organisations, but organisational brands with multi-million pound revenues.
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