{"product_id":"is-there-more-to-merchandise-than-making-money-von-alexander-falck-und-rasmus-bergqvist","title":"Is There More To Merchandise Than Making Money","description":"\u003cp\u003eMerchandise is one part of the product that a  football club offers. Kapferer''s (2008) Brand  Identity Prism should be useful to map the  relationship between product and Brand Equity.  Merchandise attractiveness can affect consumers''  perception regarding the product quality of the whole  club. As little have been written regarding how  Scandinavian football clubs use their products to  build their Brand Equity we saw a relevance of  further searching in to this subject. The purpose was  to identify what differences and similarities  Scandinavian football clubs have in their development  of fan merchandise and presenting successful methods  to build Brand Equity, in terms of the percental  contribution to the club''s total turnover and the  merchandise turnover contribution from each attending  supporter. We found that the Brand Equity component  that the clubs are trying to affect the most through  merchandise is brand association. Perceived quality  and brand awareness are secondary focuses for the  clubs to affect while brand loyalty couldn''t be seen  in this thesis.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838390086\"\u003e\u003ch3\u003eA comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838390086","offer_id":39469251559517,"sku":"9783838390086","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/504f052c-a7cd-42ae-a58c-4b71de01f7ee.jpg?v=1776055976","url":"https:\/\/shop.autorenwelt.de\/products\/is-there-more-to-merchandise-than-making-money-von-alexander-falck-und-rasmus-bergqvist","provider":"Autorenwelt Shop","version":"1.0","type":"link"}