Article2002

Developing an Understanding of Brand Associations in Team Sport: Empirical Evidence from Consumers of Professional Sport

511 citations0/0 files storedJournal of Sport Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sports, Gender, and Society

Abstract

This study broadens the understanding of brand management in sport by creating the Team Association Model, a scale that identifies dimensions of brand associations, a major contributor to the creation of brand equity. Utilizing Keller’s (1993) theoretical framework of consumer-based brand equity, a thorough review of the sport literature was conducted which identified 16 potential dimensions. These 16 dimensions are derived with reference to Keller’s categorization of brand associations into ATTRIBUTE (success, head coach, star player, management, stadium, logo design, product delivery, and tradition), BENEFIT (identification, nostalgia, pride in place, escape, and peer group acceptance), and ATTITUDE (importance, knowledge, and affect). In order to evaluate the applicability of each potential dimension, a scale is developed, pre-tested, and tested on a national sample of sport consumers. Results of the confirmatory factor analysis of provided support for this paper’s theoretical notion that 16 distinct constructs underlie brand associations in sports.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 511 citations exist upstream.

References

1988On the Evaluation of Structural Equation Models 1980Significance tests and goodness of fit in the analysis of covariance structures.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1976Basking in reflected glory: Three (football) field studies.1998Factors leading to group identification: A field study of winners and losers

Cited by

2006Consumer Loyalty: The Meaning of Attachment in the Development of Sport Team Allegiance 2008Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment 2004Exploring Origins of Involvement: Understanding the Relationship Between Consumer Motives and Involvement with Professional Sport Teams 2013Branding athletes: Exploration and conceptualization of athlete brand image 2006A Conceptual Framework for Understanding Spectator-Based Brand Equity 2008The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context 2007Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.