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An Exploration of the Perceptions of Female Soccer Fans Regarding the Marketing and Branding Efforts of NWSL Fans.

Record Type:	Electronic resources : Monograph/item
Title/Author:	An Exploration of the Perceptions of Female Soccer Fans Regarding the Marketing and Branding Efforts of NWSL Fans./
Author:	Meindl, John.
Description:	1 online resource (156 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 84-09, Section: A.
Contained By:	Dissertations Abstracts International84-09A.
Subject:	Sports management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30310801click for full text (PQDT)
ISBN:	9798377600053

An Exploration of the Perceptions of Female Soccer Fans Regarding the Marketing and Branding Efforts of NWSL Fans.
Meindl, John.

An Exploration of the Perceptions of Female Soccer Fans Regarding the Marketing and Branding Efforts of NWSL Fans. - 1 online resource (156 pages)

Source: Dissertations Abstracts International, Volume: 84-09, Section: A.

Thesis (Ed.D.)--United States Sports Academy, 2023.

Includes bibliographical references

The National Women's Soccer League (NSWL) may become more successful in viewership and national profile; however, the league has not capitalized on the market and players' exceptional skills. The qualitative case study explored female soccer fans' perceptions of the marketing and branding efforts of NWSL. Using Keller's brand equity model as a theoretical lens, three research questions answered how U.S. women's soccer fans perceived the overall marketing and branding efforts of the NWSL, why U.S. women's soccer fans perceived that the women's national soccer team achieved national prominence so much more successfully than the NWSL, and what U.S. women's soccer fans perceived as the most effective way for the NWSL to close the gender gap in marketing vis-a-vis male leagues. Ten to 15 U.S. female soccer fans were recruited using Facebook or Twitter. Participants participated in semi-structured interviews and a short survey. Data were from promotional materials distributed by the NWSL, both at an aggregate level and the level of individual teams, and analyzed using a six-step thematic analysis. The results may create benefits for the NWSL, improving soccer regarding gender equality while offering insights into women's sports marketing efforts.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798377600053Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Keller's brand equity modelIndex Terms--Genre/Form:

542853
Electronic books.

An Exploration of the Perceptions of Female Soccer Fans Regarding the Marketing and Branding Efforts of NWSL Fans.
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500 $a Advisor: Cromartie, Fred J.
502 $a Thesis (Ed.D.)--United States Sports Academy, 2023.
504 $a Includes bibliographical references
520 $a The National Women's Soccer League (NSWL) may become more successful in viewership and national profile; however, the league has not capitalized on the market and players' exceptional skills. The qualitative case study explored female soccer fans' perceptions of the marketing and branding efforts of NWSL. Using Keller's brand equity model as a theoretical lens, three research questions answered how U.S. women's soccer fans perceived the overall marketing and branding efforts of the NWSL, why U.S. women's soccer fans perceived that the women's national soccer team achieved national prominence so much more successfully than the NWSL, and what U.S. women's soccer fans perceived as the most effective way for the NWSL to close the gender gap in marketing vis-a-vis male leagues. Ten to 15 U.S. female soccer fans were recruited using Facebook or Twitter. Participants participated in semi-structured interviews and a short survey. Data were from promotional materials distributed by the NWSL, both at an aggregate level and the level of individual teams, and analyzed using a six-step thematic analysis. The results may create benefits for the NWSL, improving soccer regarding gender equality while offering insights into women's sports marketing efforts.
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538 $a Mode of access: World Wide Web
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653 $a Women's sports
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773 0 $t Dissertations Abstracts International $g 84-09A.
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