|Title:||Brand analysis in sports using repertory grid technique : Grasshopper Club Zurich as a case study|
|Authors :||Bissig, Patrick|
Hari, Jürg J.
|Conference details:||24th European Association for Sport Management Conference (EASM), Warsaw, Poland, 7-10 September 2016|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (abstract)|
|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|
|Appears in Collections:||Publikationen School of Management and Law|
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