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Understanding brand equity in campus...

Rhenwrick, Isabell L.

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Understanding brand equity in campus recreational sports: A consumer-based perspective.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Understanding brand equity in campus recreational sports: A consumer-based perspective./
作者:	Rhenwrick, Isabell L.
面頁冊數:	135 p.
附註:	Source: Dissertation Abstracts International, Volume: 76-11(E), Section: B.
Contained By:	Dissertation Abstracts International76-11B(E).
標題:	Health sciences. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3715443
ISBN:	9781321936476

Understanding brand equity in campus recreational sports: A consumer-based perspective.
Rhenwrick, Isabell L.

Understanding brand equity in campus recreational sports: A consumer-based perspective. - 135 p.

Source: Dissertation Abstracts International, Volume: 76-11(E), Section: B.

Thesis (Ph.D.)--Indiana University, 2015.

The purpose of this study was to develop an understanding of brand equity in campus recreational sports by applying a consumer-based brand equity perspective. The study examined the relationships among organization-induced (i.e., attitude toward advertising), market-induced (i.e., word-of-mouth), and experience-induced antecedents (i.e., past experiences), consumer-based brand equity, and consequences (i.e., brand loyalty) in campus recreational sports.

ISBN: 9781321936476Subjects--Topical Terms:

3168359
Health sciences.

Understanding brand equity in campus recreational sports: A consumer-based perspective.
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245 1 0 $a Understanding brand equity in campus recreational sports: A consumer-based perspective.
300 $a 135 p.
500 $a Source: Dissertation Abstracts International, Volume: 76-11(E), Section: B.
500 $a Adviser: Antonio S. Williams.
502 $a Thesis (Ph.D.)--Indiana University, 2015.
520 $a The purpose of this study was to develop an understanding of brand equity in campus recreational sports by applying a consumer-based brand equity perspective. The study examined the relationships among organization-induced (i.e., attitude toward advertising), market-induced (i.e., word-of-mouth), and experience-induced antecedents (i.e., past experiences), consumer-based brand equity, and consequences (i.e., brand loyalty) in campus recreational sports.
520 $a A sample (n=205) of campus recreational sports consumers at a Midwestern university were recruited to complete an electronic survey. The survey included 32 items composed of antecedents, brand equity, consequences, and demographic/participation items. The relationships between attitudes toward advertising, word-of-mouth, past experiences, brand equity components, and brand loyalty were measured based on a 5-point Likert scale. A confirmatory factor analysis and second order structural equation modeling were conducted in order to examine construct validity as well as the overall fit of the hypothesized model. Additionally, a demographic and attendance profile was obtained from each participant along with reliability and validity statistics.
520 $a The results indicated that the hypothesized model had a reasonable fit according to the fit indices; CMIN/DF= 2.31; RMSEA= 0.08; SRMR= 0.08; RMR=.05; CFI=0.922; TLI=0.90. However, the relationship between word-of-mouth and brand equity was not significant (-0.04); thus, model modification was necessary. After removing the WOM factor, the measurement model and structural model were deemed a better fit according the goodness-of-fit indices; CMIN/DF=2.56, SRMR=0.08, RMR=0.06, CFI=0.93, TLI= 0.91, RMSEA=0.09. Moreover, the AVE values of all constructs in the modified model were above the recommended cutoff criteria of 0.50 (Hair et al., 2010), ranging from 0.59 (Brand loyalty) to 0.76 (Brand equity).
520 $a The findings of the current study provide support for previous research which posits that marketing mix elements and consumer experiences influence consumer-based brand equity (Berry, 2000; Keller, 1993; Williams & Pedersen, 2012). Additionally, the findings will allow managers in campus recreational sports to gauge which antecedents contribute to the establishment of consumer-based brand equity and aid in their selection of appropriate marketing strategies. Furthermore, the adoption of a composite brand equity measure provided implications for practitioners who seek to compare their campus recreational sport brand to other recreational brands.
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710 2 $a Indiana University. $b School of Public Health. $3 3169056
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