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• W2105164772 abstract "This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy." @default.
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• W2105164772 date "2008-03-01" @default.
• W2105164772 modified "2023-10-09" @default.
• W2105164772 title "Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment" @default.
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• W2105164772 doi "https://doi.org/10.1123/jsm.22.2.205" @default.
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