Article2001

Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty

316 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Sports, Gender, and Society

Abstract

This paper examines the relationship between brand associations (anything in the consumer's mind linked to a specific team brand) and brand loyalty in US professional sport. To study the relationship between 13 brand association dimensions and brand loyalty, a survey of professional sport consumers was completed (N = 929). Results of multiple regression analysis revealed positive relationships between fan identification, escape, nostalgia, and product delivery, and brand loyalty. Negative relationships were found between tradition, star players, and peer group acceptance, and brand loyalty.

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References

1998Principles and Practice of Structural Equation Modeling 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1986The Elaboration Likelihood Model of Persuasion 1972Introduction to research in education 1977Attitude-behavior relations: A theoretical analysis and review of empirical research.1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1992Alumni and their alma mater: A partial test of the reformulated model of organizational identification

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