The paper “ Using of Сustоmеr Rеlаtiоnshiр Маnаgеmеnt and Соnsumеr Bеhаviоr to Build Brand Equity and Brand Loyalty in Sроrts Industry" is an excellent example of a research paper on marketing. In the recent past, the sports industry has been encountering challenges that relate to the development of strategies to enhance both brand loyalty and equity. The objective of this paper is to provide a framework of CRM and test the relationship that exists amongst the proposed consequences, antecedents and moderators. Three studies will be conducted to achieve the purpose of the study.
The first will include an examination of customers to determine the impact of CRM campaigns on licensed team products. A sample of 109 fans will be considered to study which features attracts fans to choose baseball cap. Further, a low-fit CRM program will be selected for the high-fit programs. Nonetheless, fan identification will act as a moderator on the impact of sports on the student’ s choice of licensed team products. Secondly, the impact of sports personality on consumer behavior to build brand loyalty and equity will be examined. A sample size of N=86 will be considered to evaluate how CRM program contributes to brand equity and loyalty.
Lastly, the study will sample 309 respondents to determine how CRM programs influence consumer behaviors to create a positive image that can promote both brand equity and loyalty. All three studies coupled with a theoretical framework support the consequences, antecedents, and moderators proposed in the CRM marketing model. The sports industry is an essential facet of modern economies. Notably, the sports industry all over the world has developed and grown markedly over time.
This has seen the growth of professional sports, which have evolved to fascinating investments by capitalizing on new opportunities. Kahle & Meeske (1999) noted team management develops from the field performance to achieve the desired goals. More emphasis needs to be given on customer relationship management (CRM) of the team brand considering the volatility of the sports industry. It has been established that sports managers are nowadays implementing CRM programs to achieve brand equity and loyalty. Regrettably, there has been little if no research carried out to shed more light on these efforts.
In this vein, the sports marketers are charged with the responsibility of strengthening the relationship between the team and the fans. In this era of the internet, CRM can be achieved by promoting relationships in an online environment to bring fans closer to the brands. Furthermore, putting more emphasis on brand loyalty encourages game attendance hence achieving financial goals that are not reliant only on the field performance. CRM activities are referred to as a strategic marketing tool for all companies. Broadly CRM is referred to as a marketing and strategic positioning tool that connects a brand or a company to a relevant social cause.
Previous studies show that CRM drives the consumers’ choice by increasing sales for a given brand. Moreover, as many firms increasingly become involved in CRM programs, researchers continue to study a number of factors that influence customer response and perception towards CRM initiatives (Beech, Chadwick & Tapp (2000). The emerging trends suggest that CRM programs in the sports industry are actively being implemented as a marketing initiative. Despite many sporting organizations being involved in the implementation of CRM initiatives, there have only been descriptive studies aimed at evaluating consumer responses to CRM programs.
In addition, even with the existing amount of literature in regard to CRM marketing, the trends in the sporting industry still remain in the early developing stages and to accumulate a solid body of knowledge, there needs to be a comprehensive theoretical framework for understanding the CRM phenomenon. Moreover, putting into consideration Lieberman's (1991) suggestion for further researches on consumer behavior, it is noble to the role played by such behaviors in promoting brand equity and loyalty.
This paper is organized in the following manner; first is the background literature regarding sports consumer and brand equity and loyalty. Second is the conceptual framework for the support team identification to build brand loyalty and equity in the sporting industry and lastly is the identification of the key drivers for customers (fans) identification as the promoters of brand equity.