Article2020

Exploring new routes within brand research in sport management: directions and methodological approaches

Tim Ströbel · Claas Christian Germelmann

35 citations0/0 files storedEuropean Sport Management Quarterly

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Consumer Behavior in Brand Consumption and Identification Physical Education and Sports Studies Marketing and Advertising Strategies

Abstract

Although brand research has become a widely accepted and thus mature field in sport management, many aspects remain to be investigated. The increase in commercialization, professionalization and st...

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References

2002Developing an Understanding of Brand Associations in Team Sport: Empirical Evidence from Consumers of Professional Sport 2017eSports – Competitive sports or recreational activity?2015Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram 2005Customer‐based brand equity in the team sport industry 2017Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions 2005Brand Strategy in Professional Sports: The Case of French Soccer Teams 2016We love to hate them! Social media-based anti-brand communities in professional football 2001Managing North American Major Professional Sport Teams in the New Millennium: A Focus on Building Brand Equity

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