The Development and Change of Brand Associations and Their Influence on Team Loyalty Over Time

Forthcoming, Journal of Sport Management

Fox School of Business Research Paper No. 16-014

49 Pages Posted: 16 Mar 2016 Last revised: 16 Dec 2016

See all articles by Thilo Kunkel

Thilo Kunkel

Temple University - Fox School of Business and School of Tourism and Hospitality Management

Jason Doyle

Griffith University

Daniel Funk

Temple University - School of Tourism and Hospitality Management; Temple University - Fox School of Business and Management

Wenjie Du

Temple University

Heath McDonald

Swinburne University of Technology

Date Written: December 16, 2015

Abstract

The importance of team brand associations in sport management research is well documented but the formation and stability of these associations has not been investigated. The current research tested the development, change, and predictive ability of brand associations over time. Longitudinal quantitative data were collected from consumers of a new Australian Football League (AFL) team (N = 169) at three points in time. One-sample t-tests revealed that brand associations had developed through marketing communications and the launch of the team, before the team had played its first AFL game. Repeated Measures MANOVA and Latent Growth Modelling showed brand associations changed over time, reflecting consumers’ experiences with the team. A Cross-Lagged Panel Model highlighted that brand associations influenced consumer loyalty in the future. Consequently, sport managers are provided with insights on the development and change of brand associations new consumers link with sport teams.

Keywords: Brand Associations; Fan Loyalty; New Teams; Sport Consumer; Latent Growth Model; Cross-Lagged Panel Model

Suggested Citation

Kunkel, Thilo and Doyle, Jason and Funk, Daniel and Du, Wenjie and McDonald, Heath, The Development and Change of Brand Associations and Their Influence on Team Loyalty Over Time (December 16, 2015). Forthcoming, Journal of Sport Management, Fox School of Business Research Paper No. 16-014, Available at SSRN: https://ssrn.com/abstract=2748488

Thilo Kunkel (Contact Author)

Temple University - Fox School of Business and School of Tourism and Hospitality Management ( email )

Philadelphia, PA 19122
United States

Jason Doyle

Griffith University ( email )

170 Kessels Road
Nathan, Queensland QLD 4111
Australia

Daniel Funk

Temple University - School of Tourism and Hospitality Management ( email )

Philadelphia, PA 19122
United States

Temple University - Fox School of Business and Management ( email )

Philadelphia, PA 19122
United States

Wenjie Du

Temple University ( email )

Philadelphia, PA 19122
United States

Heath McDonald

Swinburne University of Technology ( email )

Cnr Wakefield and William Streets, Hawthorn Victor
3122 Victoria, Victoria 3122
Australia

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