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.
Paper I and II underline the threat of consumer expectations with regard to firms’ social behavior.
They also generate insights that facilitate optimal firm reactions in cases when such behavior is discussed negatively within the media.
In an effort to apply the concept of brand equity to the team sport setting, a conceptual framework is created building on Aaker's (1991) model.
This framework suggests antecedent conditions create brand equity which in turn leads to desired marketplace consequences.Off-campus UMass Amherst users: To download dissertations, please use the following link to log into our proxy server with your UMass Amherst user name and password.Non-UMass Amherst users, please click the view more button below to purchase a copy of this dissertation from Proquest.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.Through feedback loops, the consequences then impact the various antecedents thus continually modifying brand equity.In order to evaluate selected links suggested by the conceptual framework, regression and logistic regression analyses were run using secondary data from the four major North American professional sport leagues (baseball, basketball, football, and hockey).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.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.