Pengaruh penggantian nama terhadap tingkat pendapatan klub olahraga

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Referensi:
Agha N., Goldman M.M., Dixon J.C. (2016). Rebranding: the effect of team name changes on club revenue. European Sport Management Quarterly, 16(5): 673-693.

Tujuan dari penelitian ini ialah untuk mengetahui pengaruh finansial dari empat jenis perubahan nama tim, tiga di antaranya belum pernah diteliti. Peneliti melakukan penelitian ini di dalam konteks liga-liga yang sedang pada tahap perkembangan di mana frekuensi perubahan nama/merk (rebranding) sangat tinggi, sehingga berpengaruh terhadap pengelola olahraga. Pengaruh rebranding terhadap pendapatan klub diperoleh dengan menggabungkan hasil dua analisis. Analisis pertama menggunakan persamaan permintaan ekonomi untuk mengetahui variasi penonton yang datang ke stadion pada 475 tim Minor Baseball League di 244 kota yang berbeda di wilayah Amerika Serikat dan Kanada dari tahun 1980 sampai dengan tahun 2011 yang melakukan perubahan nama dengan salah satu dari empat jenis perubahan. Analisis kedua dilakukan untuk mengetahui perubahan penjualan merchandise setelah terjadinya rebranding. Temuan yang diperoleh ialah bahwa tim-tim yang sedang mengalami perkembangan tidak mampu menghasilkan laba finansial dengan mengadopsi nama klub-lub induknya yang berada di liga utama. Tim-tim yang tidak menanggalkan nama khas daerah mereka mengalami penurunan jumlah penonton di stadion, sehingga membuktikan bahwa nama khas daerah mendatangkan kepedulian merk dan citra merk yang lebih baik dibandingkan tim-tim yang berada di liga utama. Laba merchandise terbesar dihasilkan oleh tim-tim yang mengubah namanya dengan atribut daerah. Temuan penelitian ini memperluas pemahaman tentang keluaran dari manajemen merk dan rebranding dengan mengakui bahwa nama sebelumnya dan selanjutnya memiliki tingkat laba dan rugi yang beragam.

SJR Impact Factor - European Sport Management Quarterly:

SCImago Journal & Country Rank

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