Understanding the role of the league brand on consumers’ support for individual teams is important for the successful management and marketing of both leagues and teams. In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related behavior. Data from an online survey of professional soccer league consumers (N = 414) were analyzed using structural equation modelling with bootstrapping procedures. The relationship between the team brand and team-related behavior was partially mediated by the league brand. Findings of this research contribute new knowledge by empirically demonstrating that characteristics of the le...
Revenue from non-match events, that not involving the team, is vital for most professional sports cl...
Purpose - The paper aims to refine existing customer-based brand equity models for the team sport in...
The study aims to examine brand management model in Iran's professional Football League (2011-2012) ...
Existing research has primarily focused on sport teams as brands, overlooking the branding of profes...
The main objectives of this study are to 1) identify the relevant dimensions of the fan-based brand ...
Understanding fans’ perceived associations with their favorite teams is crucial for the successful m...
253 p.Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2003.Although sport managers are b...
The purpose of this study was to investigate the effect of brand credibility and brand affect on beh...
Researchers have suggested that brand equity is vital for professional sport teams by focusing on th...
A number of studies have examined the role of brand associations in attracting fans and sponsors to ...
The competition for the sport consumer has intensified over the last decade, and many teams are now ...
Increasingly, sport management scholars have been examining sport fans and teams through a brand com...
The overarching purpose of this study was to examine the impact of star athletes on the consumer-bas...
Today, sport managers view their teams, leagues and properties as brands to be managed. Researchers ...
[[abstract]]This study attempts to explore how to enhance CPBL team?s identification by means of bra...
Revenue from non-match events, that not involving the team, is vital for most professional sports cl...
Purpose - The paper aims to refine existing customer-based brand equity models for the team sport in...
The study aims to examine brand management model in Iran's professional Football League (2011-2012) ...
Existing research has primarily focused on sport teams as brands, overlooking the branding of profes...
The main objectives of this study are to 1) identify the relevant dimensions of the fan-based brand ...
Understanding fans’ perceived associations with their favorite teams is crucial for the successful m...
253 p.Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2003.Although sport managers are b...
The purpose of this study was to investigate the effect of brand credibility and brand affect on beh...
Researchers have suggested that brand equity is vital for professional sport teams by focusing on th...
A number of studies have examined the role of brand associations in attracting fans and sponsors to ...
The competition for the sport consumer has intensified over the last decade, and many teams are now ...
Increasingly, sport management scholars have been examining sport fans and teams through a brand com...
The overarching purpose of this study was to examine the impact of star athletes on the consumer-bas...
Today, sport managers view their teams, leagues and properties as brands to be managed. Researchers ...
[[abstract]]This study attempts to explore how to enhance CPBL team?s identification by means of bra...
Revenue from non-match events, that not involving the team, is vital for most professional sports cl...
Purpose - The paper aims to refine existing customer-based brand equity models for the team sport in...
The study aims to examine brand management model in Iran's professional Football League (2011-2012) ...