Philipp Schmitt

Bio: Philipp Schmitt is an academic researcher from University of Mannheim. The author has contributed to research in topics: Brand equity & Brand management. The author has an hindex of 4, co-authored 4 publications receiving 379 citations.

Customer‐based brand equity in the team sport industry

Abstract: Purpose – The paper aims to refine existing customer‐based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer league Bundesliga.Design/methodology/approach – After assessing brand equity on the basis of actual consumer responses, we relate the brand equity measure on an aggregate level to objective means of economic success. Online sampling with a total database of 1,594 usable questionnaires is utilized for analysis. Exploratory and confirmatory factor analyses (including multi‐group analysis) as well as structural equation modeling and regression analysis are applied.Findings – Results highlight the adequacy of a parsimonious brand equity model in team sport (BETS) model and the importance of the brand in team sport for economic success.Research limitations/implications – The main limitations of this research are sample constraints; test persons are highly involved in and knowledgeable about the product category under research. Fu...

Customer-Based Brand Equity in the Team Sport Industry : Operationalization and Impact on the Economic Success

Abstract: Purpose - The paper aims to refine existing customer-based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer league Bundesliga. Design/methodology/approach - After assessing brand equity on the basis of actual consumer responses, we relate the brand equity measure on an aggregate level to objective means of economic success. Online sampling with a total database of 1,594 usable questionnaires is utilized for analysis. Exploratory and confirmatory factor analyses (including multi-group analysis) as well as structural equation modeling and regression analysis are applied. Findings - Results highlight the adequacy of a parsimonious brand equity model in team sport (BETS) model and the importance of the brand in team sport for economic success. Research limitations/implications - The main limitations of this research are sample constraints; test persons are highly involved in and knowledgeable about the product category under research. Future research should address a more diverse population. Practical implications - Teams and their management have to realize the relevance of their brand in economic success. They have to recognize the significance of the stadium visit and the individual spectators in the stadium. Originality/value - First, a parsimonious BETS model is presented. Second, it was found that special attention should be devoted to the brand equity-component "brand awareness" when researching brand equity. Third, this is one of the few studies that uses actual economic data to show the impact of brand equity based on direct consumer responses on company success.

Die Erfolgsrelevanz der Markenstärke in der 1. Fußball-Bundesliga

Abstract: Die vorliegende Studie baut auf der nicht-monetaren Markenstarke-Konzeptualisierung von Keller auf und untersucht die Bedeutung der Marke fur den wirtschaftlichen Erfolg. Dabei erfolgt eine Weiterentwicklung bestehender Markenstarke-Modelle fur den professionellen Mannschaftssport unter spezieller Berucksichtigung der 1. Fusball-Bundesliga. Erstmals wird die Auswirkung der Marke nicht anhand von subjektiven Grosen oder qualitativen Einschatzungen der Konsumenten, sondern mittels objektiver Kennzahlen untersucht. Die Ergebnisse verdeutlichen die Wichtigkeit der Marke in der Fusball-Bundesliga. Die durch Konsumentenurteile ermittelte Markenstarke beeinflusst signifikant wirtschaftliche Kennzahlen und ist dementsprechend ein zentraler Erfolgsfaktor fur die Klubs des professionellen Mannschaftssports.

Athlete brand image: scale development and model test

Abstract: The purpose of this study was to propose and test a conceptual Model of Athlete Brand Image (MABI) that is based on Keller's Customer-based Brand Equity framework (1993). The MABI consists of three dimensions which are crucial in developing consumer brand equity for athletes: athletic performance, attractive appearance, and marketable lifestyle. Athletic performance consists of four subdimensions: athletic expertise, competition style, sportsmanship, and rivalry. Attractive appearance consists of physical attractiveness, symbol, and body fitness. Marketable lifestyle consists of life story, role model, and relationship effort. To test this model, the Scale of Athlete Brand Image (SABI) was developed. A total of 427 college students were surveyed to test the model. Based on the result from two-step Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) test, MABI and SABI were modified and revised. In the final model, MABI shows a reasonable fit to the data and SABI is psychometrically acce...

International sport marketing: practical and future research implications

Abstract: Purpose – Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business‐to‐business marketing.Design/methodology/approach – The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial s...

Extending the understanding of professional team brand equity to the global marketplace

Abstract: Due to the rise of communications technology in recent years, fans have unprecedented access to their favourite teams and players regardless of geographic location. Such developments have led to the emergence and increased importance of 'satellite fans'. Given the inconsistent nature of the sport product, managers should actively seek to cultivate and develop such a fandom. The purpose of this paper is to extend prior conceptualisations of brand equity in team sport (Gladden and Milne, 1999; Gladden et al. 1998), to explain the development of brand equity across domestic boundaries. Earlier models can thus be expanded to account for satellite fans and the consumption of the sport product in foreign markets. Such a framework may assist sport managers to better understand how to capitalise on branding opportunities across geographic boundaries.