Exploring Soccer Fans’ Schemata Regarding Global VS Local Human Brands
Date Issued
2014
Author(s)
DOI
10.15444/GMC2014.11.08.01
Abstract
Via an exploratory survey we decoded the interplay of the multiple points of attachment
leading the consumer to the soccer field. Results indicate that local soccer player brands’
conceptual property which lies with the shared bond of team identification and is
leveraged reciprocally, adds both to the human and the organizational brand equity.
leading the consumer to the soccer field. Results indicate that local soccer player brands’
conceptual property which lies with the shared bond of team identification and is
leveraged reciprocally, adds both to the human and the organizational brand equity.