Search results

While research on brand identity is abundant, an area that is less explored is whether an organisation’s communication about itself directly translates to key stakeholders’ perception of that organisation. The purpose of this study is to explore whether certain Web-based communication strategies are more effective in aligning organisations’ communicated identity (CI) with their perceived identity (PI).

This study uses a mixed-methods design in the context of professional football league clubs. The CI was determined through an analysis of the clubs websites (n = 20), and PI was investigated through interviews with spectators (n = 244). Both CI and PI were operationalised using image categories.

Three main strategies of identity communication are observed. The results show that the strategy focusing on product-related categories leads to discrepancy. WBC with non-product related categories and benefits shows better CI-PI alignment. The study also found that clubs emphasising their CI as local, engaged in community and family-friendly are more likely to achieve greater alignment.

The quality of the brand identity depends on the discrepancy or congruence of brand image categories. Best practices are observed for brands having largely updated WBC of all categories, attitudes and engagement in the community.

The interrelated nature of brand identity communication and perception makes it necessary to empirically test how the two may be bridged with one. The developed concepts provide insight into which strategies better contribute to a consistent, coherent brand identity.

The subject of CSR is nowadays widely discussed, as is its relevance to the sport entertainment industry. The objective of this research was to investigate corporate social responsibility (CSR) actions in the professional European football league and its impact on clubs’ brand image.

The first part of this research discusses some particular points of the world's biggest sport entertainment, which is soccer. Then a definition of the meaning of CSR for this particular sector will be outlined. The CSR values adopted by sport clubs are observed in first division football in France. This approach has been combined with brand theories.

The specific research protocol evaluates consumers’ perceptions. The method which is developed measures and analyses the impact of CSR commitment on spectators’ brand perception. In linking CSR to brand image, two managerial viewpoints are discussed. CSR is synonymous with a company's social and ethical commitment. Brand theories outline the nature of brand equity. The authors apply these two complementary considerations to professional football clubs and argue that Keller's model of customer‐based brand equity has to be reconsidered for football clubs.

This research highlights that CSR has to become part of management strategies.

The authors draw attention to the argument that the professional sport entertainment industry requires a specific CSR management strategy which goes beyond the local level or the operational level of one single club. These clubs have to perform well in competition. But, as in no other industry, they have also to be “good” brands.

The purpose of this paper is show how sponsors in a major sponsored event may react when facing a potential doping affair. The Tour de France cycling competition is a premier global sporting event – broadcast worldwide – and thus attracts very significant sponsorship. Cycling teams are named after their team sponsors. Recent global news has, however, shown that there are doping scandals involved in this event which impact both teams and team sponsors. When a doping scandal occurs in a team, the sponsors have to react rapidly and expeditiously to protect their brand reputation.

To ascertain potential reactions, team sponsors are interviewed in depth and their reactions to a doping affair assessed. The sponsors represent different brands and their commitment as team sponsors also varies.

Research shows that sponsors react similarly when a doping scandal occurs in their team and adopt similar communication strategies in that situation. While best practice is apparent, doping policies put into place by sponsors nevertheless differ. These practices are more than just preventative in nature, i.e. they anticipate and try to prevent doping affairs.

The teams and sponsors are engaged in a long-term relationship to build brand heritage. Undoubtedly, doping is taken very seriously, as consequences can be severe. In this sense, the sport, the teams and the sponsors share the same vision and objectives.

Team sponsors reactions while facing a potential doping affair have not yet been assessed. Best practices become visible which might serve as guidelines in other global sporting events, also generating significant sponsorships.

Brand management is a central issue for the sports industry in general, and professional football clubs (usually called soccer teams in the USA) are the archetypal branded sport in that industry; the brand is their most important asset. Match attendance equates with financial return; patently it is a preoccupation of senior management. Metrics of brand performance need be up to date, and include contemporary issues such as corporate social responsibility (CSR) as a reflection of consumer expectations. This paper aims to address these issues.

The methodology aims to evaluate consumers' perceptions and purchase behaviours. A sample survey of consumers' brand evaluations has been collected and factor and regression analyses have been employed.

Recent models based on Keller's conceptual approach have not emphasized the evolution of societal concerns. Brand management in the football industry has to change to meet customer expectations better.

This research demonstrates that professional football clubs may be different from other businesses. The research method used enables the evaluation of customer‐based brand equity. Findings suggest clubs' involvement in community activities influences brand image and customer behaviour. The sport entertainment industry requires a specific type of brand management and customer perceived ethicality has to be an integral part of the approach.

Brand theories tend to stem from marketing and they are inclined to emphasize the same kind of product‐oriented concerns. However, customers expect more than watching an exciting game in a pleasant environment; they are affected by clubs' community involvement which impacts on the affect towards the brand. This is demonstrated through purchase behaviours of spectators. This research determines and evaluates these issues for the cases of two professional football clubs.