Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
The firms’ use and customers’ perception of Facebook in the context of customer-based brand equity: A case study of professional team sport organizations
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.
2012 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Purpose: The purpose of this thesis is to provide a holistic understanding of how Facebook is used by professional team sport organizations to strengthen customer based-brand equity and how these attempts are perceived by the customers with a focus on the derived benefits.

Frame of reference: Customer-based brand equity is conceptualized, modified and employed to the realm of Facebook. Moreover, a communication model is modified in order to link marketing communications in a hypermedia environment with customer-based brand equity. 

Methodology: An abductive approach is chosen and a collective case study applied as research strategy. The selected cases are Manchester United and Arsenal London. Firstly, quantitative content analysis is used to analyze the Facebook pages of both cases. Secondly, eleven semi-structured interviews are conducted to understand the customer’s perception of and values associated with the respective club’s Facebook page.

Conclusions: The findings of this thesis show that a firm’s usage of Facebook as a medium of communication can strengthen customer-based brand equity. While in both cases most Facebook content evolves around product related posts, it is found that the clubs communicate slightly different. Arsenal posts significantly more non-product related content involving fans than ManU. The communication tool that is most intensively used by both organizations is the link, forwarding users to the official website. The identified benefits on behalf of the interviewees embrace fan identification and peer-group acceptance as well as socializing/companionship, emotions and entertainment. Visuals have been identified as important among the sample. Customers strongly value content that evolves around non-product related posts that focus on fans, while fan integration is generally demanded in a more qualitative manner

Ort, förlag, år, upplaga, sidor
2012.
Nyckelord [en]
Customer-based brand equity; professional team sport; sports marketing; Facebook
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-18326OAI: oai:DiVA.org:hj-18326DiVA, id: diva2:531503
Uppsök
samhälle/juridik
Handledare
Examinatorer
Tillgänglig från: 2012-06-19 Skapad: 2012-06-07 Senast uppdaterad: 2012-06-19Bibliografiskt granskad

Open Access i DiVA

fulltext(1358 kB)881 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1358 kBChecksumma SHA-512
a2ab5a1f5aac64814f0ea6bfc1b946d643d9c3f430f49eae7beb6d5b63247b250d7d42e6e82104552a0eca18e20a429bedea3d0d2ace8e4883d24a7647d61469
Typ fulltextMimetyp application/pdf
fulltext(1358 kB)623 nedladdningar
Filinformation
Filnamn FULLTEXT02.pdfFilstorlek 1358 kBChecksumma SHA-512
a2ab5a1f5aac64814f0ea6bfc1b946d643d9c3f430f49eae7beb6d5b63247b250d7d42e6e82104552a0eca18e20a429bedea3d0d2ace8e4883d24a7647d61469
Typ fulltextMimetyp application/pdf

Av organisationen
IHH, Marketing and Logistics
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 1523 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 1312 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf