Brand
The social media value of student athletes
The research demonstrates the social media value of student athletes.
Read MoreThe influence of brand contribution on the relationship between service brand alliances and their parent brands
Brand managers should focus on consumers’ brand experience of the service brand alliance to drive spillover evaluations to the parent brand; and organizations could extend brand alliances to services with low category fit to the parent brand if consumers have a good experience with the service brand alliance.
Read MoreThe influence of advertising appeals on consumer perceptions of athlete endorser brand image
This research shows spill-over effects from the advertisement appeal to the athlete endorser.
Read MoreNew brands: Contextual differences and development of brand associations over time
This research generates knowledge on the development of consumer-based brand associations of new sport brands over time, highlights contextual differences between brands, and demonstrates the impact of star players on teams within sport brand architecture.
Read MoreBayern 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.…
Read MoreThe attractiveness of national and international football leagues–the perspective of fans of “underdogs” and “star clubs”
The attractiveness of national and international football leagues – the perspective of fans of “underdogs” and “star clubs” (Koenigstorfer, Groeppel-Klein, & Kunkel, 2010) European Sport Management Quarterly (ERA ranked: B) The goal of this study is to determine what factors affect the attractiveness of both national football leagues and the Champions League from the perspective of…
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