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Brand Image and Fan Loyalty: An Empirical Investigation in the Team Sport Industry
Bauer, Hans H.
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Stokburger-Sauer, Nicola
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Exler, Stefanie
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Dokumenttyp:
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Konferenzveröffentlichung
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Erscheinungsjahr:
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2005
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Titel einer Zeitschrift oder einer Reihe:
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Proceedings ... EMAC Conference
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Band/Volume:
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34
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Veranstaltungsort:
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Milano, Italy
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Veranstaltungsdatum:
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May 24-27, 2005
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Ort der Veröffentlichung:
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Stockholm [u.a.]
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Verlag:
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European Institute for Advanced Studies in Management
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > ABWL u. Marketing II (Bauer 1993-, Em)
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Fachgebiet:
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330 Wirtschaft
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Abstract:
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Results of this study highlight the importance of brand image for brand loyalty in the case of team sport. First, the existing conceptualization and operationalization of the brand image-construct in team sport is refined. It can be shown that a parsimonious three factor and 15 indicator structure successfully captures the construct's content. In contradiction to Keller's proposed model, effects of the image's attributes on the benefits were discovered. Thus, in line with means end theory, we suggest that brand image models should incorporate causalities between brand attributes and benefits. Second, both psychological commitment as an attitudinal construct and behavioral loyalty represent essential components of overall brand loyalty. Commitment positively influences behavioral loyalty. The hypothesized relationships between brand image and loyalty are confirmed via structural equations modeling. Important implications for the management of sport clubs can be derived.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
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