The effect of the league brand on the relationship between the team brand and behavioral intentions: A formative approach examining brand associations and brand relationships.

Kunkel, T., Funk, D. and Lock, D., 2017. The effect of the league brand on the relationship between the team brand and behavioral intentions: A formative approach examining brand associations and brand relationships. Journal of Sport Management, 31 (4), pp. 317-332.

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DOI: 10.1123/jsm.2016-0166

Abstract

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 league brand have an influence on team-related behavioral intentions. Furthermore, we contribute a different analytical approach for brand association research using formative indicators to measure team and league brand associations. In the managerial implications we outline how league managers can support individual teams, and how team managers can leverage off the league brand to attract consumers.

Item Type:Article
ISSN:1543-270X
Uncontrolled Keywords:Brand Architecture; Brand Associations; Brand Relationship; Sport League
Group:Faculty of Management
ID Code:26950
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:08 Feb 2017 12:02
Last Modified:07 Aug 2017 15:54

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