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dc.contributor.authorKunkel, T
dc.contributor.authorFunk, DC
dc.contributor.authorLock, D
dc.date.accessioned2020-02-18T23:38:47Z
dc.date.available2020-02-18T23:38:47Z
dc.date.issued2017
dc.identifier.issn0888-4773
dc.identifier.doi10.1123/jsm.2016-0166
dc.identifier.urihttp://hdl.handle.net/10072/391669
dc.description.abstractUnderstanding the role of the league brand on consumers’ support for individual teams is important for the successful management and marketing of both leagues and teams. In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related behavior. Data from an online survey of professional soccer league consumers (N = 414) were analyzed using structural equation modeling with bootstrapping procedures. The relationship between the team brand and team-related behavior was partially mediated by the league brand. Findings of this research contribute new knowledge by empirically demonstrating that characteristics of the league brand have an influence on team-related behavioral intentions. Furthermore, we contribute a different analytical approach for brand association research using formative indicators to measure team and league brand associations. In the managerial implications, we outline how league managers can support individual teams and how team managers can leverage off the league brand to attract consumers.
dc.description.peerreviewedYes
dc.publisherHuman Kinetics
dc.relation.ispartofpagefrom317
dc.relation.ispartofpageto332
dc.relation.ispartofissue4
dc.relation.ispartofjournalJournal of Sport Management
dc.relation.ispartofvolume31
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchCommercial Services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1504
dc.subject.fieldofresearchcode1505
dc.titleThe effect of league brand on the relationship between the team brand and behavioral intentions: A formative approach examining brand associations and brand relationships
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationKunkel, T; Funk, DC; Lock, D, The effect of league brand on the relationship between the team brand and behavioral intentions: A formative approach examining brand associations and brand relationships, Journal of Sport Management, 2017, 31 (4), pp. 317-332
dc.date.updated2020-02-18T23:36:10Z
dc.description.versionPost-print
gro.rights.copyright© 2017 Human Kinetics. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorLock, Daniel J.


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