The Irish Sport Horse (ISH) is universally well known and is perceived as a strong brand. However, existing evidence indicates that this strong perception does not translate into premium prices, contra-indicating the implied relationships across the Brand Value Chain. This study assessed the Brand Equity of a number high profile European sport horse brands (ISH, KWPN, HANN) within the UK B2B sport horse market. A number of studies were involved in the process of developing and testing a Sport Horse Brand Equity Model including (1) a hendonic analysis of sport horse auction data, (2) a survey of Irish Sport Horse buyers and (3) a survey of UK buyers. The findings provide practical guidance for the Irish Sport Horse industry and other sport horse industries concerning the importance of improving/ enhancing and sustaining competition performance and reputation within the discipline of show jumping as a prerequisite to increasing/maintaining the financial value of a sport horse brand.
|Number of Pages||320|
|Book Type||Agriculture & farming|
|Country of Manufacture||India|
|Product Brand||LAP LAMBERT Academic Publishing|
|Product Packaging Info||Box|
|In The Box||1 Piece|
|Product First Available On ClickOnCare.com||2015-06-08 00:00:00|