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This research sheds new lights in the online marketing literature and social media marketing practice.This dissertation thesis is about brands and the value they provide to their firms.
Results of a study involving adult consumers suggest that firm-generated content positively and significantly relates to brand awareness, brand associations and brand image, whereas user-generated content positively and significantly relates to brand associations and brand image.
The moderation results did not support expected effects.
The second paper assesses whether firms’ layoff announcements affect consumer mindset metrics.
In addition to brand attention and brand strength, the paper also accounts for a volatility-based metric, namely brand rating dispersion.
Overall, the dissertation contributes to the scientific knowledge enhancement with respect to two fundamental issues of strategic marketing mentioned also as research priorities for 2014-2016 by the Marketing Science Institute.
First, it refines the understanding of optimal social contracts with consumers.Within these analyses, efforts were made to account for a team's history of success as well as differences that may occur by league.Results support the notion that sport managers should approach their teams as brands.Antecedent conditions such as a star player can positively increase a team's ability to sell merchandise and generate revenues above and beyond gate receipts and media revenues.Further, once brand equity is created, it is important to the realization of positive marketplace outcomes such as merchandise sales, ticket sales, and national television appearances.Therefore, the thesis addresses topics of the brand research field that are still waiting to be answered.Specifically, two of the three papers investigate how firm behavior can endanger tediously built brand values.In contrast, much more attention has been directed toward determining the positive marketplace outcomes that result from winning.Such an emphasis ignores the possibility that the sport manager can impact the realization of increased revenues, increased awareness, or an enhanced image if the team is not successful.(Some titles may also be available free of charge in our Open Access Dissertation Collection, so please check there first.) Over the past decade, evaluating the relative strength of brand names, or "brand equity," has received significant attention in marketing academic and trade literature.However, brand equity has thus far received minimal attention in the team sport setting.