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- W3124163044 abstract "The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected from football consumers in Australia (N = 230). Seven themes were uncovered through qualitative content analysis representing three brand development strategies – market penetration, market development and product development. The study contributes to sport management literature by 1) identifying strategies that can be used to position sport brands; 2) indicating how these strategies may be used to influence consumers’ brand associations; 3) demonstrating the close brand relationship between leagues and their clubs and 4) enhancing market research sampling knowledge. The study also provides sport managers with strategic brand management directions." @default.
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- W3124163044 date "2013-01-01" @default.
- W3124163044 modified "2023-09-23" @default.
- W3124163044 title "Exploring Sport Brand Development Strategies to Strengthen Consumer Involvement with the Product – The Case of the Australian A-League" @default.
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