The Influence of the League on Team Fans
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Author(s)
Primary Supervisor
Funk, Daniel
Other Supervisors
Hill, Brad
Year published
2013
Metadata
Show full item recordAbstract
Sport leagues influence their affiliated teams through management and marketing. Leagues and teams are structurally connected because the league provides the competition framework and the teams provide the league product. This structural connection underpins their brand relationship, which is reflected in their brand architecture, with the league representing the master brand and the teams representing subbrands that are visibly connected to their master brand. This visible connection represents the brand relationship between a league and its affiliated teams as perceived by consumers. Thus, it is proposed that consumers’ ...
View more >Sport leagues influence their affiliated teams through management and marketing. Leagues and teams are structurally connected because the league provides the competition framework and the teams provide the league product. This structural connection underpins their brand relationship, which is reflected in their brand architecture, with the league representing the master brand and the teams representing subbrands that are visibly connected to their master brand. This visible connection represents the brand relationship between a league and its affiliated teams as perceived by consumers. Thus, it is proposed that consumers’ evaluation of a league influence their evaluation of a team competing within this league.
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View more >Sport leagues influence their affiliated teams through management and marketing. Leagues and teams are structurally connected because the league provides the competition framework and the teams provide the league product. This structural connection underpins their brand relationship, which is reflected in their brand architecture, with the league representing the master brand and the teams representing subbrands that are visibly connected to their master brand. This visible connection represents the brand relationship between a league and its affiliated teams as perceived by consumers. Thus, it is proposed that consumers’ evaluation of a league influence their evaluation of a team competing within this league.
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Thesis Type
Thesis (PhD Doctorate)
Degree Program
Doctor of Philosophy (PhD)
School
Griffith Business School
Copyright Statement
The author owns the copyright in this thesis, unless stated otherwise.
Item Access Status
Public
Subject
Leagues and teams
Brand relationship
Psychological Continuum Model (PCM)
Theory of Planned Behaviour
Sport fans