Lysias Tapiwanashe Charumbira
Ph.d. Candidate, National University Of Science And Technology, Graduate School Of Business, Box Ac 939,
Unpacking The Integrative Conceptual Framework For Assessing Perceived Brand Equity In Professional Sports Teams.
The purpose of this study was to determine the antecedents, nature and market consequences of brand perceptions held by Zimbabwean consumers for professional sports teams. The exploratory sequential mixed methods research design was utilised as the guiding model for the data collection, analysis and interpretation process in this study. The findings from the study were used to develop a conceptual

Lysias Tapiwanashe Charumbira
Ph.d. Candidate, National University Of Science And Technology, Graduate School Of Business, Box Ac 939,
Introducing A Conceptual Framework For Understanding Sponsor-based Brand Equity In Professional Sports Teams.
A review of sport brand equity literature published in the last three decades revealed that corporate sponsorship has emerged as one of the main sources of revenue and brand equity for professional sports teams. It also revealed that there is no conceptual framework which explicitly addresses sport brand equity in professional sports teams from a corporate sponsors’ perspective. The

Lysias Tapiwanashe Charumbira
Ph.d. Candidate, National University Of Science And Technology, Graduate School Of Business, Box Ac 939,
Developing A Conceptual Framework For Assessing Media-based Brand Equity In Professional Sports Teams
The purpose of this exploratory sequential mixed methods study was to examine the brand perceptions held by media-based consumers of products and services of professional sports teams. The findings were used to construct the Conceptual Framework for Assessing Media-Based Brand Equity in Professional Sports Teams., in an attempt to bridge the gaps in existing sports team brand equity

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