Dissertation - Brand equity maximisation model using social media in corporate business

7/28/2019 Dissertation - Brand equity maximisation model using social media in corporate business

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THE NOTTINGHAM TRENT UNIVERSITY

HOW CAN THE SPORT AND LEISURE INDUSTRY USE

FIRM-CREATED SOCIAL MEDIA TO MAXIMISE

CUSTOMER-BASED BRAND EQUITY?

by

BENJAMIN J MORALEE

[email protected]

Dissertation submitted in partial fulfilment of the Bsc (Honours) Sport Science and

Management

Summer 2013

DECLARATION OF OWNERSHIP

This submission is the result of my own work. All help and advice, other than that received

from tutors, has been acknowledged and primary and secondary sources of information have

been properly attributed. Should this statement prove to be untrue, I recognise the right and

duty of the Board of Examiners to recommend what action should be taken in line with the

Universitys regulations on assessment contained in the Handbook.

Signed ...................... Date ....................


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Summary Framework 30

Discussion 33

Conceptual Framework 33

External Conditions 36

Internal Conditions 37

Summary Framework 38

Limitations 40

Future Research 40

Summary 40

Conclusion 41

Bibliography 47

Appendix 54

Ethics Approval 54

Online Survey Questions 55

Online Survey Graphs Key Description 72

Interview ScheduleSport and Leisure Industry Professionals 75

Interview ScheduleSocial Media Key Informants 79


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List of Figures

Figure 1. An adapted summary of the relative influence of communication source on brand

equity models.

Figure 2. The five-stage summary framework by which firm-created social media affects

customer-based brand equity.

Figure 3. Positive (Negative) firm-created social media content and search engine

optimisation cycle.

Figure 4. The five-stage conceptual framework by which firm-created social media affects

customer-based brand equity by using search engine optimisation and social media content

strategy in the external and internal conditions.

Figure 5. The relationship between the stages of developing customer-based brand equity

using firm-created social media and the relative frequency (%) of themed responses (see

Appendix) in the online survey.

Figure 6. The factors and sub-factors (see Appendix) influencing the conceptual framework

stages and their comparative influence relating to relative frequency (%) in the online survey.

Figure 7. The number of participants at each of the six stages of the summary framework.

Figure 8. Customer-based brand equity maximisation model using firm-created social media

in corporate business.


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List of Tables

Table 1. Demographic information the 82 online survey participants.


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Abstract

The study investigates how social media can be used by organisations to maximally influence

customer perceptions in the context of the sport and leisure industry. Social media has a

massive influence, with vast numbers of people regularly using it. Previous literature has

suggested firm-created social media (FCSM) is the most influential factor on overall brand

attitude, yet little research has been completed on its use it to maximise customer-based brand

equity (CBBE).

The study combines two of the most renowned brand equity models from a customer

perspective. Using an original marketing communication model a conceptual framework was

created by, moving users through five stages. Previous research had found a number of

external and internal conditions which all contribute towards FCSM.

Research was conducted from three perspectives: an online survey with customers;

interviews with sport and leisure professionals who control FCSM; and with FCSM key

informants. It found similarities with previous research but with significant holes in

knowledge, exemplified by the lack of knowledge and understanding of professionals. Five

key factors on search engine optimisation were found, with the forthcoming introduction of

Facebook Graph Search pointing to an increase in the influence of link-sharing. Seven aims

and qualities for FCSM were established. The external and internal conditions were accepted,

establishing that the type of organisation holds the greatest influence over FCSM. Three

different types of fan were identified. The further through the seven stage model of FCSM,

the greater the CBBE.


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Games that set out to increase participation in sport as part of the legacy (Bullough, 2012).

Since the Olympics there has been an increase of 1.3 million people participating in sport

(Sport England 2012). These people are now regularly interacting with the SLI, creating an

increased target market. However, there has been little research into this area (Shannon,

1999).

Therefore, the aim of the research is to investigate how organisations in the SLI can use

social media to maximise brand equity from a customer perspective. Interviewing key

informants with extensive experience in social media and marketing communications will

establish strategies to maximise customer-based brand equity (CBBE). Interviewing

professionals in the SLI who are responsible for controlling the social media communication

will establish which strategies are to used. Online surveys from participants who have

involvement in the SLI will establish the effectiveness of current social media marketing

communication in sport and leisure organisations (SLO). Using these insights a framework

for the use of social media can be created for the SLI to maximise CBBE.


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Literature Review

Brand Equity

Brand equity is a multidimensional concept that is dependent on many different factors (Park

& Srinivasan, 1994). Most definitions comprise the idea of added value to gain a competitive

advantage. Therefore, brand equity is the value that consumers associate with a brand (Aaker,

1992).

Theorists have also struggled to find a universal method to measure brand equity. Businesses

must do this as simplifying it into a model will help them to gain a greater understanding of

it.

There are two different perspectives to brand equity; finance-based (FBBE) and customer-

based (Lassar, Mittal & Sharma, 1995). FBBE assesses the brand in monetary terms (Hakala,

Svensson & Vincze, 2012). The principle behind CBBE is that the power of a brand is in the

mind of the consumers; in what they have experienced; and what they have learnt about the

brand (Tuominen, 1999). Hakala et al. (2012) observed that FBBE is reliant on CBBE

because to have financial value the company must also have customer value.

Social Media

Social media is the interaction of people through creating, sharing, exchanging and

commenting contents in virtual communities and networks (Toivonen, 2007). Social media

marketing communication divides into two categories; firm-created (FCSM) and user-

generated (UGSM) (Godes & Mayzlin, 2009). FCSM is controlled and produced by the

business (therefore only positive or neutral) while UGSM is independent, produced by the

user (so can be positive, neutral or negative).


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SLI

The SLI is an area in which companies offer a combination of regulated physical and non-

physical activity, skill and competition that lead to personal growth, satisfaction and self

fulfilment (Tordkilsen, 2005 & 2011: Council of Europe, 1992).

Brand Equity Models

There are two common models of brand equity; The Aaker Model (Aaker, 1991), and The

Brand Value Chain (Keller & Lehman, 2003).

The Aaker Model is a set of five brand assets and liabilities linked to a business (product or

service) that influences (positively or negatively) its value. They are: brand loyalty (customer

attachment to a brand);brand awareness (customers ability to recognise that a brand is a part

of a certain product category); perceived quality (customers perception of the superiority of

a product relative to alternatives); brand image (a set of, usually meaningful, associations);

and other proprietary assets (relevant assets to the brand such as patents, etc.). Other

proprietary assets have been dropped as a dimension as not relevant to the customer (Pappu,

Quester & Cooksey, 2005: Buil, de Chernatony & Martnez, 2008).

The Brand Value Chain has four levels: Marketing Programme Investment (MPI) (the source

of marketing communication effecting brand value development); Customer Mindset

(everything customers think about the brand); Brand Performance (the customers attitude

towards the brand against other brands, leading to purchase intention); and Shareholder Value

(the financial implications of the brand value). There are three multipliers that are factors

determining how value is transferred between levels. They are: Programme Quality (the

clarity, relevance, uniqueness and consistency of the marketing); Market Conditions (the

effectiveness of the marketing in comparison to other brands, how much brand


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support/reinforcement by partners and number and type of customer); and Investor Sentiment

(dynamics of the financial market, growth potential, vulnerability of the brand and how

important it is in relation to the brand portfolio). The Brand Value Chain gives businesses a

way to understand how brand equity is created and offers suggestions for improvement.

Bruhn et al. (2012) study on CBBE dropped Shareholder Value from their framework as it is

related to the business not customers.

Both models solely focus on traditional firm-created marketing communication, not word-of-

mouth or social media (which arrived after the models). Both models attempt to define brand

equity into a linear model which cannot be exactly representative of such a multidimensional

and dynamic concept. Nonetheless, they remain useful.

Many studies have used The Aaker Model (Simmons, Thomas & Truong, 2010: Kim, Kim &

An, 2003) and The Brand Value Chain (Bruhn et al., 2012) or both (Pappu et al., 2005: Tolba

& Hassan, 2009) to analyse CBBE. Both are well accepted models but only take into account

the marketing the firm creates, not what the customer generates. Now both theories must also

be applied to social media.

Literatures use ofCBBE Models in social media

Bruhn et al. (2012) created a conceptual framework which adapted a model of CBBE, The

Brand Value Chain (Keller & Lehman, 2003), to both traditional marketing communication

and social media (UGSM and FCSM). It aimed to find the relative influence of

communication source on the stages of the model across three different industries

(telecommunication, pharmaceuticals and tourism) in German speaking countries. They

created an online survey sent out to a wide variety of 393 participants (age, job, education

and gender). The questions were multiple-choice, each relating to all the different

relationships in the conceptual framework. Differences were found in the relative influence of


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communication source between industries, implying different industries need to employ

different strategies. However, the traditional marketing was solely advertising. Word-of-

mouth (WOM) was not investigated in the research despite previous research showing it to be

a highly influential factor in CBBE creation (Cui, 2011: Dubois, 2011: Rezvani, Hoseini &

Samadzadeh, 2012). Another issue with the study was that the businesses investigated were

the top 20 brands in the industry; whether or not the research can be applied to smaller

businesses, cross-culturally and cross-nationally cannot be established (Hakala et al., 2012).

However, other research suggests the factors effecting brand equity do not change cross-

nationally (Buil et al., 2008).

Most significantly, FCSM was found to have the greatest indirect influence on overall brand

attitude (P < 0.05) and therefore purchase intention. This suggests that FCSM is the most

influential form of marketing communication on CBBE. In addition, Bruhn et al. (2012)

found social media to have a greater influence on brand image than traditional media, while

traditional media has a greater effect on brand awareness. Combined, this suggests that brand

image has a greater influence on CBBE than brand awareness.


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Communication

Source

Brand Equity

Customer-based Finance-based

Traditional Media

Advertising Brand Awareness

WOM Perceived Quality

Social Media Brand Attitude Fiscal Outcome

User-generated Brand Loyaltyi

Firm-created Brand Image

Other Proprietary Assets

(MPI) (Customer Mindset) (Brand Performance) (Shareholder Value)

Figure 1: An adapted summary of the relative influence of communication source on brand

equity models.

Pathway by which FCSM influences CBBE

Marketing communication is no longer only through traditional forms, but also between the

business and recipient on social media. The question remains whether advertising models for

traditional forms of media communication will work on social media. Lavidge and Steiner

(1961) created a highly-accepted model proposing that effective advertising is long-term: six

short-term processes in the customer which lead to a sale. These stages are split into three

behavioural dimensions: Cognitive (intellectual or rational thoughts) which are awareness

and knowledge; Affective (emotional or feeling reasoning) which are liking and

preference; and Motivational (underlying desires and motives for purchase) which are

conviction and purchase. These stages are not necessarily equidistant.

Coulter and Roggeveen (2012) created a conceptual framework using this model,

investigating WOM on social networks, in particular Facebook and Twitter. Using two online


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surveys of 502 participants, one for each platform, participants were asked to remember a

specific product that had previously been suggested to them on the social network and to

respond to the questions in relation to that suggested page (Facebook)/follower (Twitter). The

Likert scale was used to establish source credibility, source closeness, product network

credibility, product network closeness, directed message content and product page content in

relation to the knowledge and liking process.

Key findings included: product page content appeared to be the primary driver moving

consumers from knowledge to liking; and the type of product (physical, service, cause-

related or personal) being liked was significant. Significance in the product page content, or

brand image, implies that FCSM content that is relevant and important can act as a catalyst

for the knowledge to likingprocess. The difference on the type of product indicates that

organisations need to have specific FCSM strategies dependent on the characteristics of the

organisation.

The study took into account the potential difference in response depending on the type of

product page. The primary limitation of the study is its reliance on participants ability to

recall events, allowing potential for error or bias. Other limitations include: only two social

networks were tested; the study only looks into WOM through suggesting a page or follower,

not other forms (e.g. a status update about a business). Finally, there may be a different value

in liking and following on the different social networks and in relation to the real world.

Summary of Research

Bruhns et al. (2012) research established FCSM to be the most influential factor on overall

brand attitude compared to advertising and UGSM marketing. Adapting Lavidge and

Steiners (1961) six-stage advertising model and The Aaker Model (Aaker, 1991) of CBBE

with FCSM (Coulter & Roggeveen, 2012) a summary framework of the five stages can be


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created. Which are: customer is unaware of the business (has not viewed FCSM); customer is

aware of the business (has not viewed FCSM but knows it exists); customer has knowledge

of the business (has viewed FCSM with no action); customer that likes/dislikes the business

(has viewed FCSM and made a positive/negative association to it); and customer is a

fan/critic of the business (has viewed FCSM and shared it publically in a positive/negative

light). The hypothesis is that businesses need to use FCSM to move users up the stages of the

summary framework to increase CBBE. Coulter and Roggeveens (2012) confirm that

product page content, or FCSM, is the most influential factor in moving users from

knowledge to liking.

The framework suggests that FCSM is closely linked to UGSM and that the closer the user is

to creating their own social media, the further through the five-stages they are and the closer

the organisation is to maximising CBBE. However, organisations cannot control UGSM; the

only way they can influence it is in the way they respond to it. If the UGSM is negative, the

organisation may regain their brand image and loyalty in the way they respond to it. They

may not completely regain brand image and loyalty lost to the particular user, but their

response will often influence other users in a positive way. In stages two to four are dormant

members who have not moved on to the next stage for some time. An organisation needs a

strategy to activate dormant members.


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Figure 2. The five-stage summary framework by which FCSM affects CBBE.

The processes of brand awareness and perceived quality are influenced by FCSM through

search engine optimisation (SEO), while brand image and brand loyalty are influenced by

FCSM content. Organisations that plan to maximise CBBE through the use of FCSM need to

have a SEO and FCSM content strategy. Establishing how the literature suggests an

organisation does this will answer the research question.

Brand Awareness

Perceived Quality

Brand ImageBrand Image

Brand LoyaltyBrand Loyalty

Customer-Based Brand Equity

Firm-Created

SocialMedia

Viewed FCSM with no

action

Knowledge

Aware of FCSCM but not

viewed it

Aware

Has not viewed FCSMmedia

Unaware

Viewed FCSM with positive

association

Like

Viewed FCSM and shared it

positively

Fan

Viewed FCSM with negative

association

Dislike

Viewed FCSM and shared it

negatively

Critic


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Search Engine Optimisation

SEO, also known as search engine positioning (Zuze & Weideman, 2012), enables a website

to appear at the top of the result lists, of a search engine for certain keywords (Yalin &

Kse, 2010). This ensures the maximum number of relevant users find the social media

account(s) above competitors, agency:2 (2013), a leading social media marketing

organisation, states the importance of optimising social media visibility on search engines

and other has shown that the value of a website is determined by the search engine page on

which it ranks (Visser & Weideman, 2011: Zuze & Weideman, 2012). SEO also increases

organic traffic through a website (Heinze, Fletcher & Chadwick, 2010).

Social media has become a key aspect in SEO strategy since 2011 when Google Panda was

introduced, changing the algorithm that influences the value and rank of websites on the

search engine (Leibtag, 2012). Google Panda changed the emphasis away from advertising

influencing ranking (CNET, 2011), it analyses whether an organisations content is being

linked-to, interacted-with and shared and therefore regarded as an asset by customers and

ranks according to these factors. It assumes the content is more valuable and rewards it

(Leibtag, 2012).

Consequently, little research has been completed into the area of social medias influence on

SEO. An adapted approach from Google (2010) and Zuze and Weideman (2013) can be used

for additional practical steps in how to optimise search engine coverage: use keywords

appropriately (around 3-10% of text); create content for users not search engines; linked to

social media across platforms and other marketing; use Google AdWords to assist and

monitor keyword count and PageRank to monitor progress.


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Figure 3: Positive (Negative) FCSM content and SEO cycle.

Social Media Content

Businesses have a number of opportunities to maximise CBBE through FCSM content. One

option is to use a social media specialist company to control the channel. Or, if an

organisation is keen to remain in control themselves, communication tools (e.g. Shoutlet) are

available which allow you to schedule posts across a number platforms, manage responses

and view statistics on user response and reach. Businesses can monitor their success by using

other tools (e.g. PeerIndex).

No research has been done into the use of social media in the SLI, however, there have been a

number of theories proposed in the music (Alper, 2010) and library sector (Fitcher, 2007). A

leading specialist (agency:2, 2011) have proposed a number of techniques to use.

Alper (2010) gives a list of six dos and donts for the music industry. Do: follow relevant

people across time zone, province, country, or even genre; follow and connect with fans

regularly; and be personal through interaction with them. Dont: send automatic messages;

Good (Bad)FCSM

More (Less)liking,

interaction andsharing of

FCSM

Good (Bad)SEO

More (Fewer)visits to social

mediaaccocunt(s)


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involve religion or politics; and write anything that wouldnt be shared with parents, principle

or the pope.

Fitcher (2007) states five optimisation techniques librarians can use: be friendly (and mean it

through user interaction with complaints and the tone of voice); be link-worthy (make it

fresh, different, interesting and funny); make bookmarking and sharing content easy; let

library web stuff circulate (be on different platforms for a large presence); and join the

conversation wherever your users are.

Both theories note the importance of personal, honest and regular interaction with users and

for posts to be interesting and sensible. However, there are distinct differences: in the music

industry artists represent a single person; a librarian represents not only a greater organisation

but a number of people. So, communications the librarian uses need to be aligned with a

number of different individuals views. The SLI, unlike other industries, represents both of

these different situations. Professional sports men and women have their own social media

accounts for themselves but SLOs have the whole organisation to represent.

agency:2 (2013), the leading social media specialist, outlines 5 stages to optimise content

(agency:2, 2011): encourage audience engagement (by facilitating UGSM through engaging,

relevant and funny conversations and asking clear simple questions); personalise your brand

(by developing a relationship with users specific to the platform through replying to and

thanking them, showing caring); stand out with rich content (by sharing videos and pictures

which grab users attention and are personal); timing is key (topically relevant posts when

users are most active); and use the data (use analytic tools to see what topical posts work).


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Conceptual Framework Summary

Both social media content strategy and SEO have also been identified by other theorists as

the key to increasing CBBE (Bloomstein, 2012). Taking these theories an adapted conceptual

framework for the SLI use of social media to maximise CBBE can be established (Figure 4).

The hypothesis is that for a SLO to maximise CBBE it must create the most efficient 5 stage

process in the conceptual framework (Figure 4). To establish this an online survey will assist

in establishing that the process exists and how the customers use social media. The stage

where the majority of the customers are at is the limiting stage to the process and requires

optimising. Interviews with professionals who control a SLOs social media communications

were completed to find the techniques and strategy used in the SLI.Finally interviews will be

conducted with social media communication key informants to establish how the SLI can use

FCSM to maximise CBBE. This gains a rounded view of the use of social media to establish

if the conceptual framework can be used in the SLI to maximise CBBE.

Literature Review Conclusion

There are particular external conditions that effect FCSM: including industry (Bruhn et al.,

2012), culture and country (Hakala et al., 2012). Size (Bruhn et al., 2012) and type (Coulter

& Roggeveen, 2012) of business have been suggested as further external conditions.

The target market of an organisation influences its marketing objectives; this in turn

influences the type of marketing selected (Armstrong & Kotler, 2013). Adapting this process

for social media leaves three internal conditions that influence FCSM: the target market of

users; the social media objectives; and which social media platforms (Coulter & Roggeveen,

2012).


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Therefore, it is hypothesised that each organisation needs to have a specific social media

strategy for their industry, culture, country, business size and type. Having established this, it

can create a social media content strategy based on their internal objectives, target market and

platform use. Only then can a SLO, through the creation, management and control of FCSM,

progress a customer through the five-stage conceptual framework into a fan, thereby

maximising CBBE.


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External Conditions:

Country

Culture

Business Size

Business Type

Internal Conditions:

Target Market of Users

Social Media Objectives

Social Media Platform

Knowledge

Like

FanUnaware

Aware

Sport and Leisure Industry

Figure 4: The five-stage conceptual framework by which FCSM affects CBBE by using SEO and social media content strategy in the

external and internal conditions.

Viewed FCSM

with no action

Aware of FCSM

but not viewed it

Not viewed FCSMViewed FCSM and

shared it positively

Viewed FCSM

with positive

association

Social Media Content:

Interact Personality Monitor Linkable Timely Mediums Appropriate Link to other organisations

SEO:

Link-sharingo Likingo Interactiono Sharing

Keywords Universal Monitor

Low CBBE High CBBE

Brand AwarenessBrand Loyalty

Perceived QualityBrand Image


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Method

Qualitative research is unstructured, exploratory research based on small samples, providing

insights and understanding of the problem setting (Malhotra, 2002), whereas quantitative

research emphasises on using formal questions and predetermined responses to a large

number of respondents (Hair, Wolfinbarger, Ortinau & Bush, 2008). This research is

exploratory not validating what is already known and, therefore, qualitative research is most

appropriate (Hair et al., 2008). Qualitative data has limitations. It is often unreliable, hard to

measure significance and hard to generalise due to the low sample size (Hair et al., 2008).

However, it is often quicker to collect, more accurate at understanding behaviour and better at

investigating preliminary insights (Hair et al., 2008).

The investigation researched three different groups of individuals: key informants in the use

of social media (chosen for their experience); professionals who control social media for a

SLO (from a variety of international/local organisations of different types); and customers in

the SLI (chosen by snowball sample). Data was collected from professionals and key

informants using semi-structured interviews while the last group completed online surveys.

These groups cover every perspective of the use of social media. By comparing and

contrasting the responses, using a mixed methodology, concurrently sequenced, it can be

analysed how effective the current use of social media is and then how to maximise CBBE

through it.

Semi-structured interviews were used above other methods such as observation,

questionnaire, etc. Using the same core questions across interviews but asking supplementary

questions for greater detail (Hair et al., 2008). Interviews have a number of disadvantages;

they can be time consuming and hard to arrange (Malhotra, 2002). But the flexibility of


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questions, detail gathered and ability to build a rapport to gain more information (McDaniel

& Gates, 1999) makes semi-structured interviews the most effective a method.

An online survey was chosen for customers (above other methods such as focus group,

survey, etc.) for a number of reasons including: speeding up production, completion and

analysis of data; data is already in electronic form; much cheaper as (no paper, ink or

mailing); participants are more likely to answer the questions honestly; and larger number of

participants can be reached (Wilson, 2012: McDaniel & Gates, 1999). The population that are

missed because they do not own social media account are not the customers the SLO are

targeting. The main downfall to this method is the control over which users complete the

survey (McDaniel & Gates, 1999). However, respondents can be locked out of the website

after completion (McDaniel & Gates, 1999).

SurveyMonkey website was used on a Select subscription. On three questions (Q16, Q22

and Q57) in the 5-point Likert Scale was used. Chudoba (2010) investigated average drop-off

rates from surveys with 1 to 50 questions, finding that the greater the number of questions,

the greater the drop-off rate. Therefore, question logic was used, reducing the number of

questions from 61 to 40 maximum and 6 minimum. Chudobas (2010) research suggests that

the online survey should expect a drop off rate between 2-10%. The selected sport and leisure

organisation (SSLO) was the last the user had come into contact with, to prevent bias: they

were to select a SLO of their own choice it is likely they would be a Fan. The questions

following related to that SLO, requiring the user to recall the sequence and reasoning behind

their actions on social media. Questions were included to establish the accuracy and

reliability of the users ability to recall. Sudman and Bradburn (1973) researched ability to

recall a variety of events: it was found that the closer to the event taking place, the more

accurate and reliable the data. Approximately 10% difference from the original response was

seen in survey results over 3 months after the specific event compared with results taken


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within 3 months (Sudman & Bradburn, 1973). Therefore, in this study all results of Over 3

months will be removed to ensure accuracy. Those who have Never come into contact with

the SLI will also be removed as they are irrelevant.

The online survey was completed by a wide range of participants from different genders,

ages, education, job and involvement in the SLI. There were 41.46% more men than women.

This more accurately represents the SLI: research has shown that just under 1 million more

men participate in sport than women (Sport England, 2012). As expected, the largest group of

participants were 1822 years old. Social media is most commonly used in younger

generations (Madden & Zickuhr, 2011), 1829 made up 42.69% of participants. Majority of

participants had degrees while the least common educational backgrounds were PhD and

Apprenticeships/Internship, which together made up 4.88% of participants. The high number

of students again reflects the high use of social media in younger generations. In the first 18

months of social media the percentage of young adult users rose from 949% (Madden &

Zickuhr, 2011). No participants selected the Once a month option for contact with the SLI,

probably due to the wording of the answer, as no person would arrange contact with the SLI

infrequently. This is confirmed by the even spread of responses across other answers with a

range of only 6.95% excluding Couple of times which was the most frequent response by

8.33%.

Table 1. Demographic information the 82 online survey participants.

Participant Information (n = 82) %

Gender

Male

Female

70.73

29.27


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Prefer not to answer 0

Age

1822

2329

3039

4055

56

Dissertation - Brand equity maximisation model using social media in corporate business

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