athletes. Adidas can attract a significant number of potential buyers because the brand name and the trefoil logo deliver an array of positive cultural and psychological connotations. Thus, sport branding companies strive to protect such brand knowledge by implementing various marketing strategies and
Sungho Cho, J. Lucy Lee, June Won and Jong Kwan (Jake) Lee
Yongjae Kim and Stephen Ross
This study examined the impact of repetitive sport video gaming on sport brand attitudes, attitude strength (e.g., attitude accessibility and confidence), and the attitude-behavior relationship. An experiment was designed to demonstrate the attitude-behavior consistency in a hypothetical choice context. The results indicated that repeated exposure to sport video games emulating a real-life sport influences sport attitude and its strength, and subsequently hypothetical choice behavior. The sport attitudes formed on virtual sport experience (e.g., playing sport video games repetitively) are as accessible and held with the same degree of confidence as those formed on direct experience (e.g., watching a sport on TV). The findings also confirmed the moderating effect of attitude confidence on the attitude-behavior relationship.
R. Douglas Manning
The Los Angeles Football Club (LAFC) will begin play in 2018 as a new franchise in Major League Soccer (MLS). LAFC will replace Chivas USA as the second MLS franchise in the Los Angeles area. Chivas USA competed in 10 seasons of MLS, beginning with the 2005 season. Chivas USA was modeled after its parent organization, Club Deportivo Guadalajara (otherwise known as Guadalajara or Chivas Guadalajara) of the first-division Mexican League. MLS is highly regarded for its diversity initiatives, and Chivas USA was to focus on reaching the large Hispanic/Latino audience in the Los Angeles area. The club played alongside the Los Angeles Galaxy, one of MLS’s inaugural franchises, in the Home Depot Center (now StubHub Center) in Carson, California.
Jason Daniels, Thilo Kunkel and Adam Karg
Brands are constantly being introduced or reintroduced in the sport industry, with careful management and measurement of key traits critical to brand positioning as well as the development of customer equity ( Rust, Zeithaml, & Lemon, 2004 ). Specifically, sport brands may include events (e
Stephen D. Ross
Despite the general understanding that spectator sport is a service-oriented product, sport brand equity research has overwhelmingly relied on models pertaining to physical goods and has been slow to acknowledge service marketing principles and the unique characteristics of team sport in understanding this topic. This article proposes a framework for the development of spectator-based brand equity by which the characteristics of spectator sports are recognized through organization, market, and experience-induced antecedents that contribute to spectator-based brand equity. It is suggested that the key components of brand equity for spectator sports consist of brand awareness and brand associations, and the result of these components is revealed in a set of consequences contributing to the value of a sport brand.
Stephen D. Ross, Keith C. Russell and Hyejin Bang
Few studies in the branding literature have approached brand equity from the sport perspective, and even fewer studies focus on the construct from the consumer viewpoint. The purpose of the current research was to empirically test the spectator-based brand equity (SBBE) model. Using a sample from professional basketball consumers, the results of the study show that the 49-item, 13-construct model has a reasonable fit to the data. The study extends the understanding of sport brand equity from the consumer perspective by presenting empirical support for the model. Several managerial implications are offered as a result of the findings.
Elsa Kristiansen and Antonio S. Williams
This article explored how a renowned LPGA golfer, Suzann Pettersen, has built and leveraged her personal brand. Using the athlete brand-equity model as the theoretical framework, a qualitative case study was built by means of interviews and document analyses. Specifically, this case detailed how Pettersen and her management team endeavored to build and manage her personal brand equity through organization-produced and -controlled brand-communications strategies. The findings of this case shed light on the challenges and opportunities that athletes and their constituents face when managing human brands. Moreover, the findings of this case support the use of previously proposed sport-branding conceptualizations in a real-world setting.
Brandi A. Watkins
This project revisits the social identity–brand equity (SIBE) model developed by Underwood, Bond, and Baer (2001). The model proposes that marketplace characteristics relevant to sports can be used to enhance one’s social identification with a team, which is assumed to have a positive influence on a team’s customer-based brand equity. The current study has two goals: (a) to provide an empirical assessment of the SIBE model in the context of professional sports and (b) assess the individual influence of the proposed marketplace characteristics on social identification. We report results of a survey of U.S. National Basketball Association fans, which provide partial support for the model. Group experience and venue were found to have the strongest influence on social identification with a team. Considerations for theoretical advancement of the model and practical application for sport brand managers are discussed.
Jamie Carlson and Aron O'Cass
How professional team-based sport organizations can optimize their e-service platform and manage their brand in an increasingly multichannel marketing environment is a critical issue. This study examines how sports consumers’ (i.e., fans’) perceptions of e-service quality, brand strength, and image congruency between the sport brands’ offline image and online image affects the development of consumers’ trust in the team’s website. In addition, the study explores the role of team website trust in developing team website loyalty, as well the role of loyalty in actual purchase frequency from the teams’ website. Data were collected via an online survey of sports consumers of e-services delivered by professional sport teams. The results indicate that sport team brand strength, followed by teams website e-service quality and brand image congruency between the teams online and offline activity are significant determinants of trust in the teams’ website, with online trust strongly influencing website loyalty intentions.
Nicholas M. Watanabe, Grace Yan and Brian P. Soebbing
Understanding how consumers interact with sport brands on digital platforms is of increasing importance to the sport industry. In this study, through a nexus of consumer behavior and economic literatures, the examination focuses on consumer interest in major league baseball teams on social media platforms from July 2013 to June 2014. Specifically, two generalized least squares regression models were used that considered a variety of factors, including market characteristics, scheduling, and social media use and management. The findings display varying results of short- and long-term consumer interest in teams on Twitter. From this, important theoretical and practical understanding can be derived by considering consumer behavior in the automated “like economy” of social media.