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Daniel Maderer, Petros Parganas and Christos Anagnostopoulos

associations represent the meaning of a brand for consumers, and there are three different types: brand attributes, which are the features that consumers believe characterize a product or service; brand benefits, which are the personal value and meaning that consumers attach to a product or service; and brand

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Hans H. Bauer, Nicola E. Stokburger-Sauer and Stefanie Exler

This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy.

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Jason Daniels, Thilo Kunkel and Adam Karg

project. Therefore, the purpose of the current research is to further examine how brand associations form and change over time in a new sport organization setting. Specifically, we seek to examine the development of brand attributes and benefits from the fan perspective across multiple teams. Therefore

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T. Christopher Greenwell, Jason M. Simmons, Meg Hancock, Megan Shreffler and Dustin Thorn

. Specifically, we hypothesize that combative representations having a greater fit with the sport will generate more positive perceptions of performance-related brand attributes. Conversely, considering how dissonant sexualized representations are from the actual sport, we hypothesize that sexualized

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

.g., a nutrient-dense food or tea). Cho ( 2015 ) investigated the possibility of evaluative dilution that is pertinent to brand image, which is another primary domain of Keller’s ( 1993 ) brand knowledge. The study measured the change in the composite scores of brand image, such as brand attributes, attitude

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Thilo Kunkel, Daniel C. Funk and Daniel Lock

predicted team loyalty. Advancing these findings, Funk and James ( 2006 ) demonstrated how eight team brand attributes and benefits directly and indirectly influence team allegiance and behavior. The TAS has been applied to validate the relationship between brand associations and team loyalty in the German

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Mathieu Winand, Matthew Belot, Sebastian Merten and Dimitrios Kolyperas

beneficial ( Stavros et al., 2014 ). Parganas et al. ( 2015 ) analyzed how Liverpool Football Club uses Twitter to manage its brand. They showed that the club used Twitter to communicate about both product-related and non-product-related brand attributes. Product-related ideas, linked to the game itself

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Bob Heere, Henry Wear, Adam Jones, Tim Breitbarth, Xiaoyan Xing, Juan Luis Paramio Salcines, Masayuki Yoshida and Inge Derom

through an historic unidentified city (similar to Utrecht), with large crowds cheering them on, accompanied the text. An important brand attribute of the Tour de France, the yellow jersey, was predominantly showcased in one of the pictures. The experiment (research) was conducted 5 months prior to the

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Thilo Kunkel, Rui Biscaia, Akiko Arai and Kwame Agyemang

consumers attach to the product), and attitudes (overall consumer evaluation of the brand), brand attributes have been suggested to represent controllable aspects of the athlete brand and important predictors of consumers’ subsequent reactions to the athletes and associated brands ( Arai et al., 2014