THE EFFECTS OF BRANDING ON SPORTS FAN OF GHANA LOCAL PREMIER LEAGUE.

Abstract

Branding is a powerful tool to attract more consumers to particular products. Some may even regarded it as equity as it can add values to the products. This research work examines the impact of branding on consumer behavior with respect to the patronage of the Local Ghanaian Premier League. In conducting this research work, the four aspects of brand equity, notably brand awareness, perceived quality, brand loyalty and brand association were all addressed. In this research work, questionnaires were distributed to solicit for responses from a randomly selected people from the Christian Service University College, Kumasi for the analysis. The findings from the analysis showed that most of the people show less interest in Local Ghanaian Premier League. The findings further revealed that, issues such as cost effectiveness, accessibility, advertisement etc. The foreign leagues are ahead of the local Ghanaian football league. These factors and others make the foreign leagues the preferred choice for students in the Christian Service University College. The study suggests that, the managers of the Local Ghanaian Premier League need to invest in the branding of the local league to ensure that the local people will develop interest in the local Ghanaian league as this can serve as a very good economic venture for other people to engage in.