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dc.contributor.authorKunkel, Thilo
dc.contributor.authorDoyle, Jason P
dc.contributor.authorFunk, Daniel C
dc.date.accessioned2017-05-05T00:31:43Z
dc.date.available2017-05-05T00:31:43Z
dc.date.issued2014
dc.identifier.issn1441-3523
dc.identifier.doi10.1016/j.smr.2014.01.004
dc.identifier.urihttp://hdl.handle.net/10072/64095
dc.description.abstractThe branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected from football consumers in Australia (N = 230). Seven themes were uncovered through qualitative content analysis representing three brand development strategies - market penetration, market development and product development. The study contributes to sport management literature by (1) identifying strategies that can be used to position sport brands; (2) indicating how these strategies may be used to influence consumers' brand associations; (3) demonstrating the close brand relationship between leagues and their clubs and (4) enhancing market research sampling knowledge. The study also provides sport managers with strategic brand management directions.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom470
dc.relation.ispartofpageto483
dc.relation.ispartofissue4
dc.relation.ispartofjournalSport Management Review
dc.relation.ispartofvolume17
dc.rights.retentionY
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchcode3504
dc.titleExploring sport brand development strategies to strengthen consumer involvement with the product - The case of the Australian A-League
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorDoyle, Jason P.


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