Show simple item record

dc.contributor.authorDoyle, Jason Patrick
dc.contributor.authorKunkel, Thilo
dc.contributor.authorKelly, Sarah Jane
dc.contributor.authorFilo, Kevin
dc.contributor.authorCuskelly, Graham
dc.description.abstractSport 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.
dc.publisherRoutledge: Taylor & Francis Group
dc.relation.ispartofjournalJournal of Strategic Marketing
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchStrategy, management and organisational behaviour
dc.subject.keywordsSocial Sciences
dc.subject.keywordsBusiness & Economics
dc.subject.keywordsBrand architecture
dc.subject.keywordsbrand management
dc.titleSeeing the same things differently: exploring the unique brand associations linked to women's professional sport teams
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationDoyle, JP; Kunkel, T; Kelly, SJ; Filo, K; Cuskelly, G, Seeing the same things differently: exploring the unique brand associations linked to women's professional sport teams, Journal of Strategic Marketing, 2021
gro.description.notepublicThis publication has been entered in Griffith Research Online as an advanced online version.
gro.hasfulltextNo Full Text
gro.griffith.authorCuskelly, Graham
gro.griffith.authorDoyle, Jason P.
gro.griffith.authorFilo, Kevin R.

Files in this item


There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record