Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty with Professional Sport Leagues and Teams

Journal of Sport Management, 2013, 27, 177-192

48 Pages Posted: 16 Mar 2016

See all articles by Thilo Kunkel

Thilo Kunkel

Temple University - Fox School of Business and School of Tourism and Hospitality Management

Daniel Funk

Temple University - School of Tourism and Hospitality Management; Temple University - Fox School of Business and Management

Brad Hill

Griffith University

Date Written: June 20, 2014

Abstract

Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N = 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and co-dominant. Findings of CFA, MANOVA, paired-sample t-tests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a co-dominant relationship with one another. Results revealed the brand architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their brand relationship and increase consumer loyalty with both brands.

Keywords: brand architecture, involvement, brand, sport league, team

Suggested Citation

Kunkel, Thilo and Funk, Daniel and Hill, Brad, Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty with Professional Sport Leagues and Teams (June 20, 2014). Journal of Sport Management, 2013, 27, 177-192, Available at SSRN: https://ssrn.com/abstract=2456985

Thilo Kunkel (Contact Author)

Temple University - Fox School of Business and School of Tourism and Hospitality Management ( email )

Philadelphia, PA 19122
United States

Daniel Funk

Temple University - School of Tourism and Hospitality Management ( email )

Philadelphia, PA 19122
United States

Temple University - Fox School of Business and Management ( email )

Philadelphia, PA 19122
United States

Brad Hill

Griffith University ( email )

170 Kessels Road
Nathan, Queensland QLD 4111
Australia

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