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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Ivan Komlev
Formation of the Brand Value and Franchise Value of a National Basketball Association Club
Marketing
(Master’s programme)
2018
This research paper is devoted to the analysis of the formation of brand value and franchise teams of the National Basketball Association. In the current study the club is considered from the point of view of business and marketing, therefore the cost of the club's franchise value came out as a dependent variable, which determines the value of the team. The field of study of the values of sports teams has only a few scientific works, so this work will bring a new contribution to the study of the formation of brand and franchise values of the clubs. Several regression specifications were used taking into account various effects. The conducted econometric analysis revealed such determinants as the variables influencing the cost such as the marketing costs, the revenue from the gate, the presence of the player of the "star" level and the attendance index. The estimated regression models showed a positive effect of all the listed determinants on the cost of the NBA club franchise value.

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