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Managing brand identity strategy: how professional football wins the game

Author

Listed:
  • Jens Blumrodt

    (ESC [Rennes] - ESC Rennes School of Business)

  • Nell Huang-Horowitz

Abstract

While research on brand identity is abundant, an area that is less explored is whether an organisation's communication about itself directly translates to key stakeholders' perception of that organisation. The purpose of this study is to explore whether certain Web-based communication strategies are more effective in aligning organisations' communicated identity (CI) with their perceived identity (PI).

Suggested Citation

  • Jens Blumrodt & Nell Huang-Horowitz, 2017. "Managing brand identity strategy: how professional football wins the game," Post-Print hal-02002392, HAL.
    • Handle: RePEc:hal:journl:hal-02002392
    DOI: 10.1108/JBS-08-2016-0083
    as

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