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dc.contributor.authorKunkel, Thilo
dc.contributor.authorFunk, Daniel
dc.contributor.authorKing, Ceridwyn
dc.date.accessioned2017-05-03T12:45:19Z
dc.date.available2017-05-03T12:45:19Z
dc.date.issued2014
dc.identifier.issn0888-4773
dc.identifier.doi10.1123/jsm.2011-0153
dc.identifier.urihttp://hdl.handle.net/10072/63713
dc.description.abstractExisting research has primarily focused on sport teams as brands, overlooking the branding of professional sport leagues. Professional sport leagues are required to build and leverage their brand associations to be sustainable and to help affiliated teams. This study integrated existing team brand association research with brand architecture literature to examine league brand associations from a consumer perspective. A freethought listing pilot test (N = 22) was followed by semistructured interviews (N = 26) to uncover 17 brand associations linked with professional sport leagues. Online questionnaires among consumers of four sport leagues in Australia (N = 1182) were used to support 17 distinct identified league brand associations. One sample t tests and correlation analyses empirically revealed that 17 league brand associations were linked with attitudinal and behavioral outcomes related to sport leagues. Finally, ANOVAs identified that some league brand associations differed between four leagues as perceived by consumers, reflecting league specific characteristics.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherHuman Kinetics
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom49
dc.relation.ispartofpageto67
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Sport Management
dc.relation.ispartofvolume28
dc.rights.retentionY
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchCommercial services not elsewhere classified
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3504
dc.subject.fieldofresearchcode350499
dc.subject.fieldofresearchcode3506
dc.titleDeveloping a conceptual understanding of consumer-based league brand associations
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorFunk, Daniel C.


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