Susan Bridgewater – Sports Business Research Academy

The Everton F.C. brand value and the Young & Rubicam model of brand dynamics

By Dr. Sebastiano Mereu on May 18, 2015 • ( Leave a comment )

Brand value has become a buzzword in recent times and many managers, consultancies, and companies have started to pay closer attention to it. The fact that Madden, Fehle, and Fournier (2006) mention […]

Customer Equity: Why BSC Young Boys fans might have one of the highest customer values in Swiss football

By Dr. Sebastiano Mereu on April 21, 2015 • ( 3 Comments )

There is an obvious relationship between the investment a company makes in a customer relationship and the return that investment generates (Grant, 2008:324). Kotler (2003:76) claims that the aim of customer relationship […]