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Percorrer por autor "Knappmann, Bastian"

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  • Fame or performance? : an experimental investigation into the role of football players’ performance and celebrity status in shaping club brand equity
    Publication . Knappmann, Bastian; Braga, João Niza
    In professional football, players contribute to a club’s brand not only through their sporting achievements but also through their celebrity status. This study investigates how these two factors, on-field performance and off-field celebrity status, affect the six core dimensions of team brand equity: brand awareness, brand image, perceived quality, brand reputation, brand loyalty, and brand value. To examine these relationships, two experimental online surveys were conducted with approximately 65 participants each. Study 1 captured real-world perceptions of player fame and performance, while Study 2 manipulated performance statistics to create controlled conditions. The results demonstrate that both performance and celebrity status significantly shape brand equity, but celebrity status exerted the broader influence: it was significant across all six brand equity dimensions, whereas performance effects were consistently observed on all dimensions except brand image and brand loyalty. Consequently, fame emerged as the more powerful and wide-reaching driver of brand equity in this context. Interaction effects between performance and fame were also tested but proved largely inconsistent across studies, suggesting that the two factors influenced brand equity mostly independently. These findings highlight the dual importance of both performance and celebrity status in football brand management. Theoretically, the study extends existing brand equity frameworks by disentangling the distinct contributions of performance and fame across multiple brand dimensions. From a managerial perspective, it underlines the need for clubs to balance the appeal of celebrity players with performance-driven narratives to strengthen credibility, reputation, and long-term brand value.
    2025-10-22Dissertação de mestrado Acesso aberto Ver mais