Title: Brand analysis in sports using repertory grid technique : Grasshopper Club Zurich as a case study
Authors : Bissig, Patrick
Hüttermann, Marcel
Hannich, Frank
Hari, Jürg J.
Conference details: 24th European Association for Sport Management Conference (EASM), Warschau, Poland, 7.-10.September 2016
Issue Date: 2016
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Abstract)
Language : English
Subject (DDC) : 658.8: Marketing management
700: The arts and entertainment
Abstract: The repertory grid technique is increasingly popular in marketing. The technique allows for deep insights and modern software illustrates these using attractive computer images. Yet, it has not been used in sport management so far. The aim of this research is to test the method for brand image of a professional football club and to analyse if valuable managerial implications can be derived.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference Paper
URI: https://digitalcollection.zhaw.ch/handle/11475/12806
Appears in Collections:Publikationen School of Management and Law

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