Posts by Thilo

The effect of the league brand on the relationship between the team brand and behavioral intentions – A formative approach examining brand associations and brand relationships

Understanding the role of the league brand on consumers’ support for individual teams is important for the successful management and marketing of both leagues and teams.  In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related…

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Athlete brands and sponsorship

Athlete brands and sponsorship In its simplest form, a brand can be considered a name, symbol, design, trademark or a combination of all of the above that serves the purpose of distinguishing one product or service from another. Ultimately brand awareness and brand image influence brand success. The brand awareness component is related to the…

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Sport Team Brands

In its simplest form, a brand can be considered a name, symbol, design, trademark or a combination of all of the above that serves the purpose of distinguishing one product or service from another. Ultimately brand awareness and brand image influence brand success. The brand awareness component is related to the ability of consumers to…

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Sport League Branding

In its simplest form, a brand can be considered a name, symbol, design, trademark or a combination of all of the above that serves the purpose of distinguishing one product or service from another. Ultimately brand awareness and brand image influence brand success. The brand awareness component is related to the ability of consumers to…

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Sport brand architecture

Brand architecture describes the structure of an organization’s portfolio of brands and the relationship between these brands as perceived by the consumer. Specifically, brand architecture is determined by consumers’ perceptions of management, design, and structure of brands that are in a relationship with one another that can be found in a portfolio of brands. Brands…

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The #KickEbolaInTheButt Challenge

The #KickEbolaInTheButt Challenge Vision: We dream of a world without Ebola. Mission: We started #KickEbolaInTheButt to help infected individuals and stop the virus from spreading across the world by raising awareness and collecting donations. According to the World Health Organization, the current Ebola virus is one of the world’s most virulent diseases. It has started in Guinea, spread over to…

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Bayern Munich Brand Image

Pep Guardiola and Bayern Munich have a chance to repair the damage that the game against the MLS Allstars has left on their brand image. The German club has opened an office in New York City to “increase its stateside fan base and strengthen the position of its brand, product and philosophy in the U.S.…

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Gamified fan engagement to increase loyalty

The School of Tourism and Hospitality Management at Temple has formed a strategic partnership with Swiss software developer Appventures to conduct data analysis of their ARENOO soccer fan engagement app. Initial data analysis has led to a paper to be presented at the Sport Marketing Association conference in October, held in Philadelphia. The following is…

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

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…

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