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dc.contributor.authorKunkel, Thilo
dc.contributor.authorDoyle, Jason P
dc.contributor.authorFunk, Daniel C
dc.contributor.authorDu, James
dc.contributor.authorMcDonald, Heath
dc.date.accessioned2018-12-12T01:31:26Z
dc.date.available2018-12-12T01:31:26Z
dc.date.issued2016
dc.identifier.issn0888-4773
dc.identifier.doi10.1123/jsm.2015-0129
dc.identifier.urihttp://hdl.handle.net/10072/142786
dc.description.abstractThe importance of team brand associations in sport management research is well documented, but the formation and stability of these associations has not been investigated. The current research tested the development, change, and predictive ability of brand associations over time. Longitudinal quantitative data were collected from consumers of a new Australian Football League (AFL) team (N = 169) at 3 points in time. One-sample t-tests revealed that brand associations had developed through marketing communications and the launch of the team before the team had played its first AFL game. Repeated-measures multivariate analysis of variance and latent growth modeling showed that brand associations changed over time, reflecting consumers’ experiences with the team. A cross-lagged panel model highlighted that brand associations influenced consumer loyalty in the future. Consequently, sport managers are provided with insights on the development of and change in brand associations that new consumers link with sport teams.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherHuman Kinetics
dc.relation.ispartofpagefrom117
dc.relation.ispartofpageto134
dc.relation.ispartofissue2
dc.relation.ispartofjournalJournal of Sport Management
dc.relation.ispartofvolume30
dc.subject.fieldofresearchCommercial Services not elsewhere classified
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchCommercial Services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150499
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1504
dc.subject.fieldofresearchcode1505
dc.titleThe Development and Change of Brand Associations and Their Influence on Team Loyalty Over Time
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorDoyle, Jason P.
gro.griffith.authorFunk, Daniel C.


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