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  1. 1. The firms’ use and customers’ perception of Facebook in the context of customer-based brand equity : A case study of professional team sport organizations

    Magister-uppsats, IHH, Marketing and Logistics

    Författare :Söndra Brand; Moritz Justus Klein; [2012]
    Nyckelord :Customer-based brand equity; professional team sport; sports marketing; Facebook;

    Sammanfattning : Purpose: The purpose of this thesis is to provide a holistic understanding of how Facebook is used by professional team sport organizations to strengthen customer based-brand equity and how these attempts are perceived by the customers with a focus on the derived benefits. Frame of reference: Customer-based brand equity is conceptualized, modified and employed to the realm of Facebook. LÄS MER