Brand Architecture

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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Academic research that can help the sports industry

Can academic research help sports industry?  In the latest issue of the Sports Business Journal (August 12 – 18, 2013, Volume 16, Issue 17) senior writer Bill King addresses the question how academic research can help the sports industry. Bill King makes the argument that academic research has a lot to offer to the sports industry.  He…

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