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Jonathan M. Casper and Jung-Hwan Jeon

, 10 ( 1 ), 98 – 135 . 10.1186/1479-5868-10-98 Filo , K. , & Funk , D.C. ( 2008 ). Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness . International Journal of Sport Management and Marketing, 3 ( 1/2 ), 39 – 57 . doi:10

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Sungho Cho, J. Lucy Lee, June Won, and Jong Kwan (Jake) Lee

) Case descriptions Perceived brand similarity a Junior brand associations Case 1 Nike v. Nikepal Similar brand name (i.e., vocalized element of the brand) M  = 4.04, SD  = 2.08 • Nike products • Athletic gear or shoes • A partner of Nike Case 2 Adidas v. Herbalife Similar brand logo (i

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Mathieu Winand, Matthew Belot, Sebastian Merten, and Dimitrios Kolyperas

) engage in social media ( Hambrick, Simmons, Greenhalgh, & Greenwell, 2010 ; Mahan, 2011 ; Meng, Stavros, & Westberg, 2015 ; Witkemper, Hoon Lim, & Waldburger, 2012 ), others have considered the impact of social media activity on sport-brand association and management ( Parganas, Anagnostopoulos

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John Vincent, Jason W. Lee, Kevin Hull, and John Hill

brand is and what it is known for ( Waeraas & Solbakk, 2009 ). This helps define the brand’s unique selling proposition. Marketers then decide how best to activate those authentic and compelling brand associations with the organization ( Copley, 2014 ; Siraj & Kumari, 2011 ). Aaker ( 1997 ) defined

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Jesse King and Robert Madrigal

“advertising fragments” such as that expressed in a cue can improve the accessibility of brand associations ( Pham & Vanhuele, 1997 ), we expect that a more detailed description of the articulation will be perceived as being more creative and will improve sponsor–property fit more than a cue alone. Quite

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Christopher Rumpf and Christoph Breuer

variety of other information, such as price and prior brand experience ( Smith et al., 2008 ). However, the alternative approach to test sponsorship effects for established brands instead of fictitious brands would have caused serious biases because it is impossible to control for personal brand

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Xiaochen Zhou, Daniel C. Funk, Lu Lu, and Thilo Kunkel

activewear consumption. Chi and Kilduff ( 2011 ) used the PERVAL framework of Sweeney and Soutar ( 2001 ) to study the consumer-perceived value of activewear. However, the PERVAL does not distinguish between values and product attributes ( Lee, Trail, Kwon, & Anderson, 2011 ). Based on the brand association

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Mohsen Behnam, Mikihiro Sato, Bradley J. Baker, Vahid Delshab, and Mathieu Winand

thematic section . European Sport Management Quarterly, 15 ( 5 ), 516 – 517 . doi:10.1080/16184742.2015.1105273 Gladden , J.M. , & Funk , D.C. ( 2002 ). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport . Journal of Sport

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Yann Abdourazakou, Xuefei (Nancy) Deng, and Gashaw Abeza

.1080/08838159109364120 10.1080/08838159109364120 Gladden , J.M. , & Funk , D.C. ( 2001 ). Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty . International Journal of Sports Marketing & Sponsorship, 3 ( 1 ), 67 – 95 . 10.1108/IJSMS-03-01-2001-B006 Ha

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Ben Larkin, Brendan Dwyer, and Chad Goebert

– 77 ). New York : Oxford University Press . Gladden , J.M. , & Funk , D.C. ( 2002 ). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport . Journal of Sport Management, 16, 54 – 81 . doi:10.1123/jsm.16.1.54 10.1123/jsm.16