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Community-centric brand building: developing a strategic framework for startups in the sports industry
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| 1.02 MB | Adobe PDF |
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Resumo(s)
This thesis investigates community-centric brand building in the sports industry. Utilizing
literature review and empirical data through expert interviews and consumer surveys, the
research examines how brand communities influence customer loyalty and brand
differentiation. The findings highlight the value of online and offline community engagement
and the consumer's willingness to pay a premium for brands with strong communities. The
study presents a practical framework for sports brands while validating hypotheses on
differentiation, loyalty, and ownership. This basis offers substantial contributions to academic
and industry understanding of brand communities by empowering sports startups to effectively
use community engagement for growth.
Descrição
Palavras-chave
Business model Community-building Community-centricity Brand management