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Record identifier : 567612
Personal Name - Primary Intelectual Responsibility : Page, Nicholas Hines
Title and statement of responsibility : Brand equity of professional sports franchises in mainland China [Thesis]
Publication, Distribution,Etc. : California State University, Fullerton, 2005
Language of the Item : eng
Dissertation of thesis details and type of degree : M.A.
Body granting the degree : , California State University, Fullerton
Summary or Abstract : The marketing of professional sports clubs and franchises is an emerging phenomenon in China that has ramifications for major sports teams in the United States and Europe. To determine the value of the brand equity of foreign sports franchises in Mainland China, this thesis developed a framework for measuring brand equity. The study focused on the three largest cities on the Mainland to determine how a target demographic, males ages 18-30, influenced the brand equity of the most popular foreign professional sports, the National Basketball Association and European soccer..
Topical Name Used as Subject : Mass media, Marketing
Information of biblio record : TL
 
 
 
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