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Chapter 6Empirical Research Methods: STH Management and Fan Engagement#ConceptDefinition1Customer lifetime value (4)2Brand equity (3)3STHs & Fan engagement4STH contracts and barcodes5CLV equation form (6.1) and terms (4)6CLV equation 6.2, team’s actions, team quality7Aaker’s Brand equity model (5)8Fan equity9Social media equity10Marketing premium11Price premium12Basic fan equity model (6.3) components (3)13Linear regression model 6.4; 3 componentsHint: this is just like the model from Team Sports Marketing that we used to predict attendance.14Guiding theory of team revenue15Fan equity model 6.516Relationship between CLV and reselling rates (Fig 6.1)17Relationship between CLV and team performance (Fig 6.2)18Relationship between NFL fan equity and social media equity (Fig 6.3) ................
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