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.
Dieser Eintrag ist Teil der Universitätsbibliographie.
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