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  • Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams

    Author(s)
    Kunkel, Thilo
    Funk, Daniel
    Hill, Brad
    Griffith University Author(s)
    Hill, Brad A.
    Funk, Daniel C.
    Kunkel, Thilo
    Year published
    2013
    Metadata
    Show full item record
    Abstract
    Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers' perspective. Online questionnaire data were gathered from football consumers (N = 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and codominant. Findings of CFA, MANOVA, ...
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    Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers' perspective. Online questionnaire data were gathered from football consumers (N = 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and codominant. Findings of CFA, MANOVA, paired-sample t tests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a codominant relationship with one another. Results revealed the brand architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their brand relationship and increase consumer loyalty with both brands.
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    Journal Title
    Journal of Sport Management
    Volume
    27
    Issue
    3
    Publisher URI
    https://journals.humankinetics.com/view/journals/jsm/27/3/article-p177.xml
    Subject
    Commerce, Management, Tourism and Services not elsewhere classified
    Business and Management
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/55633
    Collection
    • Journal articles

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