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  • Seeing the same things differently: exploring the unique brand associations linked to women's professional sport teams

    Author(s)
    Doyle, Jason Patrick
    Kunkel, Thilo
    Kelly, Sarah Jane
    Filo, Kevin
    Cuskelly, Graham
    Griffith University Author(s)
    Cuskelly, Graham
    Doyle, Jason P.
    Filo, Kevin R.
    Year published
    2021
    Metadata
    Show full item record
    Abstract
    Sport brand management has become an increasingly strategic process, yet most scholarly attention has been focused exclusively on men’s sport. This study contributes to knowledge surrounding women’s sport brands and the strategic marketing of sport organizations’ brand portfolios. We drew upon sport brand architecture and brand association knowledge to examine how consumers evaluate and perceive women’s professional sport team brands. Data collected via free-thought listing and semi-structured interviews (N = 31) revealed that while established linked brands (e.g. the pre-existing men’s team) help shape consumer perceptions ...
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    Sport brand management has become an increasingly strategic process, yet most scholarly attention has been focused exclusively on men’s sport. This study contributes to knowledge surrounding women’s sport brands and the strategic marketing of sport organizations’ brand portfolios. We drew upon sport brand architecture and brand association knowledge to examine how consumers evaluate and perceive women’s professional sport team brands. Data collected via free-thought listing and semi-structured interviews (N = 31) revealed that while established linked brands (e.g. the pre-existing men’s team) help shape consumer perceptions toward women’s professional sport brands, unique associations driven by social and economic factors are also linked to these brands. Findings contribute to the strategic sport brand management literature and can be used by sport organizations and their stakeholders to guide the creation and development of women’s sport brand equity.
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    Journal Title
    Journal of Strategic Marketing
    DOI
    https://doi.org/10.1080/0965254X.2021.1922489
    Note
    This publication has been entered in Griffith Research Online as an advanced online version.
    Subject
    Commercial services
    Social Sciences
    Business & Economics
    Brand architecture
    brand management
    Publication URI
    http://hdl.handle.net/10072/408862
    Collection
    • Journal articles

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