Brand Image and Fan Loyalty: An Empirical Investigation in the Team Sport Industry

Bauer, Hans H. ; Stokburger-Sauer, Nicola ; Exler, Stefanie

Document Type: Conference or workshop publication
Year of publication: 2005
The title of a journal, publication series: Proceedings ... EMAC Conference
Volume: 34
Location of the conference venue: Milano, Italy
Date of the conference: May 24-27, 2005
Place of publication: Stockholm [u.a.]
Publishing house: European Institute for Advanced Studies in Management
Publication language: English
Institution: Business School > ABWL u. Marketing II (Bauer 1993-, Em)
Subject: 330 Economics
Abstract: 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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