Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 March 2001
Abstract
This paper examines the relationship between brand associations (anything in the consumer's mind linked to a specific team brand) and brand loyalty in US professional sport. To study the relationship between 13 brand association dimensions and brand loyalty, a survey of professional sport consumers was completed (N = 929). Results of multiple regression analysis revealed positive relationships between fan identification, escape, nostalgia, and product delivery, and brand loyalty. Negative relationships were found between tradition, star players, and peer group acceptance, and brand loyalty.
Keywords
Citation
Gladden, J.M. and Funk, D.C. (2001), "Understanding Brand Loyalty in Professional Sport: Examining the Link Between Brand Associations and Brand Loyalty", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 1, pp. 54-81. https://doi.org/10.1108/IJSMS-03-01-2001-B006
Publisher
:Emerald Group Publishing Limited
Copyright © 2001 by Winthrop Publications Limited