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Puck Drop in the Pacific Northwest: Building Brand Equity for a New Professional Sport Franchise

Melissa Davies, Michael L. Naraine, and Brandon Mastromartino

largest in the United States ( Balk, 2018 ). Since the 1980s, the area has seen a boom in the technology industry, most notably with software giant Microsoft establishing a headquarters in the region. The area is also known for its deep music roots as it is the hometown of guitar legend Jimi Hendrix and

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The Kraken Awakens: Exploring the Digital Launch of a New Sport Team Brand During a Global Pandemic

Cole G. Armstrong, Melissa Davies, Matthew Blaszka, and Ann Pegoraro

interest. Also, as Seattle Times author Gene Balk ( 2017 ) noted, Alaskans relocate to Seattle and surrounding King County at a higher rate than another state. Across the rest of the United States, interest in the Kraken release was evident among individuals in other NHL markets but did not appear