Brand Image of Premier League Clubs

I am a 3rd year student at Lincoln University studying Sports Marketing. I am currently undergoing primary research for my dissertation. I would really appreciate if you could fill out this survey, it will only take a couple of minutes.

The purpose of this survey is to provide validity for the beliefs and opinions gathered from a previous focus group and other academic studies investigating the brand image of football clubs and how brand image is formed.

All the information you give will be kept strictly confidential and anonymous, the data will only be used for my dissertation.

Yo have the freedom to opt out from participating in the research at any time.

Thank you, for any questions or feedback feel free to email 08158390@students.lincoln.ac.uk

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1. What football team do you support? *

2. How often do you watch Premier League matches? (Live, TV, via Internet) *

3. How often do you watch/read any material related to clubs playing in the Premier League? *

4. What is your opinion of the following statement:
"The media (TV, newspapers, radio, websites) affect a spectator's opinion of a football club's image."
(For the purposes of this survey, the 'image' of a football club relates to the collection of someone's perceptions, beliefs and opinions of a football club) *

5. Do you think what happens in memorable and important football games have more of an effect on a clubs image than in any other games? *

Yes
No
Not sure

6. Do certain players affect your opinions of a club's image? *

Yes
No
Not sure

If you can think of an example please do so:

7. Do certain managers and other non-playing staff (chairman, coaches etc.) affect your opinions of a club's image? *

Yes
No
Not sure

If you can think of an example please do so:

8. Can you write down a short word or phrase that you feel best represent each of the following clubs image? *

Arsenal	*
Manchester United	*
Chelsea	*

9. On a scale of 1-5* how much do you believe the following values are associated with Arsenal's image
?
(1= not associated at all, to 5= a very strong association)

	1	2	3	4	5
Young	Young 1	Young 2	Young 3	Young 4	Young 5
Passing football	Passing football 1	Passing football 2	Passing football 3	Passing football 4	Passing football 5
Sleek	Sleek 1	Sleek 2	Sleek 3	Sleek 4	Sleek 5
Sexy	Sexy 1	Sexy 2	Sexy 3	Sexy 4	Sexy 5
Thrifty	Thrifty 1	Thrifty 2	Thrifty 3	Thrifty 4	Thrifty 5

10. On a scale of 1-5 how much do you believe the following values are associated with Manchester United's image? *

	1	2	3	4	5
Global	Global 1	Global 2	Global 3	Global 4	Global 5
Consistent	Consistent 1	Consistent 2	Consistent 3	Consistent 4	Consistent 5
Well-managed	Well-managed 1	Well-managed 2	Well-managed 3	Well-managed 4	Well-managed 5
Persistent	Persistent 1	Persistent 2	Persistent 3	Persistent 4	Persistent 5
Heritage	Heritage 1	Heritage 2	Heritage 3	Heritage 4	Heritage 5

11. On a scale of 1-5 how much do you believe the following values are associated with Chelsea's image? *

	1	2	3	4	5
Foreign	Foreign 1	Foreign 2	Foreign 3	Foreign 4	Foreign 5
Cheats	Cheats 1	Cheats 2	Cheats 3	Cheats 4	Cheats 5
Money-orientated	Money-orientated 1	Money-orientated 2	Money-orientated 3	Money-orientated 4	Money-orientated 5
Involved in scandals	Involved in scandals 1	Involved in scandals 2	Involved in scandals 3	Involved in scandals 4	Involved in scandals 5
Old	Old 1	Old 2	Old 3	Old 4	Old 5

12. To what extent do you agree that the following components are needed by a football club to be a succesful, well-recognised, global brand? *

	Strongly Agree	Agree	Neither agree nor disagree	Disagree	Strongly Disagree
An impressive and successful on-the-pitch record	An impressive and successful on-the-pitch record Strongly Agree	An impressive and successful on-the-pitch record Agree	An impressive and successful on-the-pitch record Neither agree nor disagree	An impressive and successful on-the-pitch record Disagree	An impressive and successful on-the-pitch record Strongly Disagree
A good range of branded merchandise	A good range of branded merchandise Strongly Agree	A good range of branded merchandise Agree	A good range of branded merchandise Neither agree nor disagree	A good range of branded merchandise Disagree	A good range of branded merchandise Strongly Disagree
High profile star and/or local homegrown players	High profile star and/or local homegrown players Strongly Agree	High profile star and/or local homegrown players Agree	High profile star and/or local homegrown players Neither agree nor disagree	High profile star and/or local homegrown players Disagree	High profile star and/or local homegrown players Strongly Disagree
The support of a major equipment manufacturer (Nike, Adidas, Reebok etc.)	The support of a major equipment manufacturer (Nike, Adidas, Reebok etc.) Strongly Agree	The support of a major equipment manufacturer (Nike, Adidas, Reebok etc.) Agree	The support of a major equipment manufacturer (Nike, Adidas, Reebok etc.) Neither agree nor disagree	The support of a major equipment manufacturer (Nike, Adidas, Reebok etc.) Disagree	The support of a major equipment manufacturer (Nike, Adidas, Reebok etc.) Strongly Disagree
A well known rivalry with other team/teams	A well known rivalry with other team/teams Strongly Agree	A well known rivalry with other team/teams Agree	A well known rivalry with other team/teams Neither agree nor disagree	A well known rivalry with other team/teams Disagree	A well known rivalry with other team/teams Strongly Disagree
Competing in one of the more renowned national football leagues	Competing in one of the more renowned national football leagues Strongly Agree	Competing in one of the more renowned national football leagues Agree	Competing in one of the more renowned national football leagues Neither agree nor disagree	Competing in one of the more renowned national football leagues Disagree	Competing in one of the more renowned national football leagues Strongly Disagree
A well-known manager	A well-known manager Strongly Agree	A well-known manager Agree	A well-known manager Neither agree nor disagree	A well-known manager Disagree	A well-known manager Strongly Disagree
Tours and visits to promising and emerging markets	Tours and visits to promising and emerging markets Strongly Agree	Tours and visits to promising and emerging markets Agree	Tours and visits to promising and emerging markets Neither agree nor disagree	Tours and visits to promising and emerging markets Disagree	Tours and visits to promising and emerging markets Strongly Disagree
Involved with the community	Involved with the community Strongly Agree	Involved with the community Agree	Involved with the community Neither agree nor disagree	Involved with the community Disagree	Involved with the community Strongly Disagree
Communicate to spectators across a variety of channels (TV, print, website, social media etc.)	Communicate to spectators across a variety of channels (TV, print, website, social media etc.) Strongly Agree	Communicate to spectators across a variety of channels (TV, print, website, social media etc.) Agree	Communicate to spectators across a variety of channels (TV, print, website, social media etc.) Neither agree nor disagree	Communicate to spectators across a variety of channels (TV, print, website, social media etc.) Disagree	Communicate to spectators across a variety of channels (TV, print, website, social media etc.) Strongly Disagree

If you feel there are any other components please state so:

13. Gender *

Male
Female

14. How old are you *

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