Communal Brand Associations as Drivers of Team Identity and Consumer Behavior
Increasingly, sport management scholars have been examining sport fans and teams through a brand community lens, where fans are viewed as a community of identified consumers. However, there remains a need to further examine the role that sport team brands play in creating a sense of community and th...
| Main Authors: | , , , |
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| Format: | Article |
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Taylor and Francis Group
2018
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| _version_ | 1825624770288287744 |
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| author | Wear, Henry Hills, Stephen Heere, Bob Walker, Matthew |
| author_facet | Wear, Henry Hills, Stephen Heere, Bob Walker, Matthew |
| author_sort | Wear, Henry |
| collection | LMU |
| description | Increasingly, sport management scholars have been examining sport fans and teams through a brand community lens, where fans are viewed as a community of identified consumers. However, there remains a need to further examine the role that sport team brands play in creating a sense of community and the behavioral outcomes this may catalyze. The purpose of this research was twofold: (1) to investigate how communal brand associations influence team identity; and (2) to examine whether team identity mediated the relationship between communal brand associations and behavioral intentions. Utilizing an adapted brand association instrument and multidimensional team identity instrument, we found that communal brand associations significantly influenced team identification. Further, team identity mediated the relationship between communal brand associations and consumer behavior. |
| first_indexed | 2024-07-09T03:46:52Z |
| format | Article |
| id | oai:repository.londonmet.ac.uk:1352 |
| institution | London Metropolitan University |
| last_indexed | 2024-07-09T03:46:52Z |
| publishDate | 2018 |
| publisher | Taylor and Francis Group |
| record_format | eprints |
| spelling | oai:repository.londonmet.ac.uk:13522018-03-16T14:45:36Z https://repository.londonmet.ac.uk/1352/ Communal Brand Associations as Drivers of Team Identity and Consumer Behavior Wear, Henry Hills, Stephen Heere, Bob Walker, Matthew 650 Management & auxiliary services Increasingly, sport management scholars have been examining sport fans and teams through a brand community lens, where fans are viewed as a community of identified consumers. However, there remains a need to further examine the role that sport team brands play in creating a sense of community and the behavioral outcomes this may catalyze. The purpose of this research was twofold: (1) to investigate how communal brand associations influence team identity; and (2) to examine whether team identity mediated the relationship between communal brand associations and behavioral intentions. Utilizing an adapted brand association instrument and multidimensional team identity instrument, we found that communal brand associations significantly influenced team identification. Further, team identity mediated the relationship between communal brand associations and consumer behavior. Taylor and Francis Group 2018-02-13 Article PeerReviewed Wear, Henry, Hills, Stephen, Heere, Bob and Walker, Matthew (2018) Communal Brand Associations as Drivers of Team Identity and Consumer Behavior. Journal of Global Sport Management. pp. 1-19. ISSN 2470-4075 10.1080/24704067.2018.1432990 10.1080/24704067.2018.1432990 |
| spellingShingle | 650 Management & auxiliary services Wear, Henry Hills, Stephen Heere, Bob Walker, Matthew Communal Brand Associations as Drivers of Team Identity and Consumer Behavior |
| title | Communal Brand Associations as Drivers of Team Identity and Consumer Behavior |
| title_full | Communal Brand Associations as Drivers of Team Identity and Consumer Behavior |
| title_fullStr | Communal Brand Associations as Drivers of Team Identity and Consumer Behavior |
| title_full_unstemmed | Communal Brand Associations as Drivers of Team Identity and Consumer Behavior |
| title_short | Communal Brand Associations as Drivers of Team Identity and Consumer Behavior |
| title_sort | communal brand associations as drivers of team identity and consumer behavior |
| topic | 650 Management & auxiliary services |
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