The role of brand associations and team identity in the sport management literature has received significant attention; however, there exists opportunities to investigate the way they impact one another over time. The authors examined the development of brand associations and team identification among fans of a new team to measure the impact the team’s brand held in the development of new fans. Longitudinal quantitative data were collected from fans of a new professional baseball team (N = 119) across three points during the team’s inaugural season. Using multilevel growth curve modeling, unconditional growth curve models provided evidence of the development and change of brand associations and team identification, while conditional growth curve models evaluated the percentage of change in team identity explained by the changes in each brand association. The findings provide evidence of brand associations as drivers in the development of team identification among fans of a new team.
Brent D. Oja, Henry T. Wear, and Aaron W. Clopton
To better understand the intangible impacts on host communities of major sport events, the psychic income of local residents was examined. In addition, social anchor theory was applied to potentially better explain the lasting intangible benefits of hosting the event. The impetus of the study came from the 2012 Major League Baseball All-Star Game, held in Kansas City, MO. Data were collected from local community organizations before and after the event. The results suggest that some components of psychic income dissipated after the event, whereas other components did not significantly change. Furthermore, social capital increased, but neighborhood identity decreased after the event. As such, the event as a social anchor was unable to sustain residents’ psychic income after the event. Potential limitations and future research directions are also offered.
Bob Heere, Henry Wear, Adam Jones, Tim Breitbarth, Xiaoyan Xing, Juan Luis Paramio Salcines, Masayuki Yoshida, and Inge Derom
The purpose of this study is to examine how effective the international promotion of a sport event is on changing the destination image prior to the event if the sport event lacks global popularity. The authors conducted a quasi-experimental posttest research design, in which they used promotional information of a Tour de France stage to manipulate the destination image nonvisitors (N = 3,505) from nine different nations have of the hosting city, 5 months prior to the actual event. Results show that treating the international market as a homogeneous entity might be deceptive, as the effect of the event was different from nation to nation, pending on the popularity of the event or sport in the specific nation, and whether the nation itself offered similar events.