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A proposed model for measuring the brand equity in sports organizations


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dc.creator Villarejo Ramos, Ángel Francisco
dc.creator Martín Velicia, Félix Antonio 2016-01-20T15:42:50Z 2016-01-20T15:42:50Z 2007
dc.identifier.citation Villarejo Ramos, Á.F. y Martín Velicia, F.A. (2007). A proposed model for measuring the brand equity in sports organizations. ESIC-Market, 127, 331-374. es
dc.identifier.issn 0212-1867 es
dc.description.abstract Today, the companies, usually, consider the presence of the intangible assets, specially the brand, in the strategic plans of the organizations. So much the scientific community of marketing, as the managerial world they deal that managing the brand and to know its value is a prior matter in altars to managing to differentiate the products and to reach a competitive advantage. In the world of the sport, in which increasingly the economic interests prevail over other interests of emotional type, it seems to be unavoidable to confront the study of the management of the brand equity of sports entities and clubs. They are organizations that try to compete on a market increasingly competitively and lucratively, and that for it must try to manage and to administer its resources efficiently. And one of these resources it constitutes the brand, the name of the sports entity. In this paper, after approaching the knowledge of the concept brand equity and its components, giving a particular vision of the importance that has the brand equity in sports organizations and proposing a model who helps the sports agent to understand and up to valuing the brand of the entity that it manages. es
dc.format application/pdf es
dc.language.iso eng es
dc.publisher Escuela Superior de Gestión Comercial y Marketing, ESIC es
dc.relation.ispartof ESIC-Market, Revista internacional de Economía y Empresa, 127, 331-374 es
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 Internacional *
dc.rights.uri *
dc.subject Brand equity es
dc.subject measurement model es
dc.subject sport organizations es
dc.subject sport customer equity es
dc.title A proposed model for measuring the brand equity in sports organizations es
dc.type info:eu-repo/semantics/article es
dc.type.version info:eu-repo/semantics/publishedVersion es
dc.rights.accessrights info:eu-repo/semantics/openAccess es
dc.contributor.affiliation Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) es
dc.relation.publisherversion es
dc.journaltitle ESIC-Market es
dc.publication.volumen 127 es
dc.publication.initialPage 331 es
dc.publication.endPage 374 es
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