Add to ORKGUpon researching rebranding and sport, many interesting points of thought came up. There is much to learn about how rebranding affects sports fans and this can be done by first researching the effects of rebranding in general, even outside of the realm of sports. This literature review aims to analyze the symbiotic relationship between rebranding and consumer behavior when it comes to identity
A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sp...
Research question: The purpose of this study is to explore the financial effect of four types of tea...
Understanding fans’ perceived associations with their favorite teams is crucial for the successful m...
While rebranding is very common in professional sport, little research has been devoted to this topi...
The current study sought to identify the effect of team identification on brand attitude and purchas...
Increasingly, sport management scholars have been examining sport fans and teams through a brand com...
This thesis will examine how sports advertising and athlete branding impacts the consumer. For insta...
PurposeThe aim of this article is to contribute to the literature by analyzing potential determinant...
Thesis (Ph.D.), Carson College of Business, Washington State UniversityThis dissertation extends the...
This research examines the difference in benefits for bandwagon fans and loyal fans when supporting ...
A number of studies have examined the role of brand associations in attracting fans and sponsors to ...
This research examines the relationship between collegiate sports fans and their favorite team. Usin...
This study aims to explore the relationship between the construct of brand love, the strength of fan...
This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relati...
This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relati...
A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sp...
Research question: The purpose of this study is to explore the financial effect of four types of tea...
Understanding fans’ perceived associations with their favorite teams is crucial for the successful m...
While rebranding is very common in professional sport, little research has been devoted to this topi...
The current study sought to identify the effect of team identification on brand attitude and purchas...
Increasingly, sport management scholars have been examining sport fans and teams through a brand com...
This thesis will examine how sports advertising and athlete branding impacts the consumer. For insta...
PurposeThe aim of this article is to contribute to the literature by analyzing potential determinant...
Thesis (Ph.D.), Carson College of Business, Washington State UniversityThis dissertation extends the...
This research examines the difference in benefits for bandwagon fans and loyal fans when supporting ...
A number of studies have examined the role of brand associations in attracting fans and sponsors to ...
This research examines the relationship between collegiate sports fans and their favorite team. Usin...
This study aims to explore the relationship between the construct of brand love, the strength of fan...
This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relati...
This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relati...
A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sp...
Research question: The purpose of this study is to explore the financial effect of four types of tea...
Understanding fans’ perceived associations with their favorite teams is crucial for the successful m...