Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport
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CONTRIBUTORS:
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JOURNAL:
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YEAR:
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2002
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PUB TYPE:
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Journal Article
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SUBJECT(S):
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Sport, Brand Equity, Attributes, Benefits, Attitudes
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DISCIPLINE:
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Recreation, Sports & Leisure Studies
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-372-624
(Last edited on
2006/03/22 20:17:34 US/Mountain)
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SPONSOR(S):
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ABSTRACT:
Sport managers are beginning to view their teams, leagues, and properties as “brands” to be managed. Yet, while there is increased discussion of teams and sport entities as brands, there is little understanding as to what creates a strong brand in the sport setting, other than winning. This study broadens the understanding of brand management by creating the Team Association Model, whereby a scale is validated that identifies the underlying dimensions of brand associations, a major contributor to the creation of brand equity (Aaker, 1991). Utilizing Keller’s (1993) theoretical framework of consumer-based brand equity as a starting point, a thorough review of the sport literature was conducted which identified 16 potential dimensions. In order to evaluate the applicability of each potential dimension, a scale is developed, pre-tested, and validated on a national sample of sport consumers. Results of the confirmatory factor analysis of provided support for this paper’s theoretical notion that 16 distinct constructs underlie attributes, benefits, and attitudes associated with professional team sports. Further, this study supports Keller’s (1993) conceptualization of consumer-based brand associations as being comprised of benefits, attributes, and attitudes.
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