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Journal articles on the topic 'Brand loyalty. College sports'

Author: Grafiati

Published: 4 June 2021

Last updated: 5 February 2022

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1

Robinson, Matthew J., and James M. Gladden. "Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports." Recreational Sports Journal 27, no. 2 (2003): 7–19. http://dx.doi.org/10.1123/rsj.27.2.7.

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The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program

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Lim, Seung Hyun, Kyung Wan Nam, and In Seok Lee. "The Effect of Sports Stars` Images Preferred by College Students on Brand Attitude, Image and Loyalty." Journal of Sport and Leisure Studies 52 (May 31, 2013): 185–96. http://dx.doi.org/10.51979/kssls.2013.05.52.185.

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Manouchehri, Jasem, Mehrzad Hamidi, Nasrolah Sajadi, and Habib Honari. "Designing a Qualitative Model of Doping Phenomenon Effect on Sport Marketing in Iran." PODIUM Sport, Leisure and Tourism Review 5, no. 2 (2016): 120–36. http://dx.doi.org/10.5585/podium.v5i2.179.

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There are a number of factors affecting consumers' purchase behavior. It is believed that celebrities can affect companies' sale positively or negatively by transferring their image to the endorsed brand product. Regardless of positive effects, scandal, transgression, and any kind of misbehaviors may destroy sponsor companies' economics. The present paper mainly aimed to explore the effect of doping phenomenon on sport marketing. Qualitative data collecting from eighteen in-depth interviews with undergraduate students of the college of physical education and sport sciences of Islamic Azad Univ

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Wang, Jerred Junqi, James J. Zhang, Kevin K. Byon, Thomas A. Baker, and Zhenqiu Laura Lu. "Promoting Brand-Event Personality Fit as a Communication Strategy to Build Sponsors’ Brand Equity." International Journal of Sport Communication 9, no. 3 (2016): 294–320. http://dx.doi.org/10.1123/ijsc.2016-0016.

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Building on schema theory, the current study highlighted the role of brand-event personality fit (BEPF) in sport-event sponsorship communications and empirically examined its impact on sponsors’ consumer-based brand equity (CBBE) in the setting of American college football. Three studies were conducted to refine a sound measurement scale of BEPF and examine the structural relationships between BEPF and CBBE. Research findings confirmed the validity and reliability of the proposed BEPF measurement scale and revealed a series of positive relationships between crucial subdimensions of BEPF (i.e.,

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Su, Jin, and Aihwa Chang. "Factors affecting college students’ brand loyalty toward fast fashion." International Journal of Retail & Distribution Management 46, no. 1 (2018): 90–107. http://dx.doi.org/10.1108/ijrdm-01-2016-0015.

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Purpose The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion. Design/methodology/approach Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect

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Pourazad, Naser, Lara Stocchi, and Vipul Pare. "The power of brand passion in sports apparel brands." Journal of Product & Brand Management 29, no. 5 (2019): 547–68. http://dx.doi.org/10.1108/jpbm-12-2018-2164.

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Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers. Design/methodology/approach This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using part

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Almeida, Shaeril Michael, Arson Jokim D'Souza, and Tenzin Dolma. "Brand Loyalty of Students towards Sports Accessories." Asian Journal of Management 9, no. 1 (2018): 555. http://dx.doi.org/10.5958/2321-5763.2018.00087.2.

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Olga, Babijtchouk, Dames D. David, Gehan S. Dhameeth, Sleezer Adam, and Smith Elliott. "The Millennials: Insights to Brand Behavior for Brand Management Strategies." Journal of Management and Strategy 9, no. 3 (2018): 1. http://dx.doi.org/10.5430/jms.v9n3p1.

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Millennial generation has surpassed generation X and Baby Boomers in terms of population (market) size and standout to be the largest market segment. This demographic change will undoubtedly be an opportunity for marketing and brand managers to reach, acquire, and retain Millennial market to achieve organizational profitability. Prior research has not been successful to provide a detailed understanding of Millennials and their degree of brand loyalty over prior generations. In this article, the authors used Kevin Lane Keller’s work (Brand Resonance Pyramid 2009) to test the degree of brand loy

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Yacub, Rudi. "Pengaruh Brand Awareness, Brand Image dan Brand Loyalty Terhadap Brand Equity Pada Pengguna Produk Nike di Kabupaten Tangerang." Journal of Economic, Bussines and Accounting (COSTING) 4, no. 1 (2020): 70–74. http://dx.doi.org/10.31539/costing.v4i1.1240.

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The sports industry has a very large potential income and is followed by the enthusiasm of the community to exercise, which is an opportunity for entrepreneurs in the sports equipment industry. The objectives of this study are: First, to explore the effects of brand awareness on brand equity. Second, to explore the effect of brand image on brand equity. Third, explore brand loyalty to brand equity. The data collection method is convenience sampling. The research sample was collected from 160 respondents, who use Nike products in Tangerang Regency. The data analysis technique used in this study

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Song, Sung-Su. "Structural Relationship among Sports Human Brand Characteristics, Brand Identification, Brand Personality, Brand Attachment and Brand Loyalty." Korean Journal of Sports Science 29, no. 4 (2020): 705–20. http://dx.doi.org/10.35159/kjss.2020.08.29.4.705.

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Lee, Hyo Kyung, Jang Hwan Kim, Myung Soo Choi, and Dae Young Eum. "Effects of Sports Brand Personality and Brand Identification on Customer Loyalty." Journal of Sport and Leisure Studies 35 (February 28, 2009): 195–202. http://dx.doi.org/10.51979/kssls.2009.02.35.195.

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12

AMANI, DAVID. "Fan Identification, Brand Community Identification, and Oppositional Brand Loyalty towards Sponsors of a Rival Sports Team: The Mediating Role of Schadenfreude." Journal of Business and Behavioural Entrepreneurship 3, no. 2 (2019): 25–40. http://dx.doi.org/10.21009/jobbe.003.2.02.

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Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side i.e. supportive loyalty compared to negative side i.e. oppositional loyalty. However, theoretically positive (supportive) loyalty cannot be explained exclusively without considering negative (oppositional) loyalty. This study, therefore, examines brand loyalty using a triadic approach combining both negative and positive loyalty in the cycle of love and hate relationship. Specifically, the study examined the influence of fan and brand community identification on oppositional brand loyalty towar

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Joseph, Joshy, and Aravind Reghunathan. "Winning the Loyalty Cup: Impact of Symbol-related Brand Elements on Brand Loyalty of Sports Clubs." International Journal of Sport Management and Marketing 1, no. 1 (2021): 1. http://dx.doi.org/10.1504/ijsmm.2021.10040072.

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Kurniawan, Felyshia Aditya, and Michael Adiwijaya. "The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, Brand Loyalty at Cafe Businesses Based in Surabaya." Petra International Journal of Business Studies 1, no. 1 (2018): 11–22. http://dx.doi.org/10.9744/ijbs.1.1.11-22.

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The internet has become a human lifestyle. Many business people took advantage of this opportunity to market their business by using social media marketing strategy on Facebook or Instagram. Activities in the online brand community on social media platforms could build consumer perceptions of a brand inside the online world and would form a belief in the brand that ultimate to loyalty. Therefore, social media marketing must be known for its effectiveness. This study aims to determine the influence of the online brand community on online perceived brand reputation, brand trust, and brand loyalt

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Kim Yongman, 정정희, and seo hee-jung. "Constructive Relationship between Brand Personality, Brand identification, Brand Satisfaction, Brand Affect, and Brand Loyalty of Sports Goods." Korean Journal of Sport Science 18, no. 4 (2007): 160–72. http://dx.doi.org/10.24985/kjss.2007.18.4.160.

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Dai, Xiaoxin, and Kuan-Chou Chen. "Examining Antecedents of Brand Loyalty on Sportswear: An Empirical Investigation of University Students in Hong Kong." International Journal of Social Science Studies 5, no. 7 (2017): 87. http://dx.doi.org/10.11114/ijsss.v5i7.2459.

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To extend the current understanding of brand loyalty in the sportswear industry, this article discusses six factors that influence brand loyalty of university students towards the Hong Kong sportswear market. Conclusions were drawn based on responses collected through online questionnaires. A total of 205 college students participated in the study. The final results showed that only product quality and brand name affect Hong Kong university students’ brand loyalty towards sportswear. However, based on the whole study, other factors (i.e., service quality, store environment, style and promotion

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Lee, Jeong Hoon, and Song Hyeon Cho. "The Relationship among Marketing Communication, Consumer-brand Relationship for Sports Goods Brand, Brand Loyalty." Journal of Sport and Leisure Studies 35 (February 28, 2009): 323–32. http://dx.doi.org/10.51979/kssls.2009.02.35.323.

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Karjaluoto, Heikki, Juha Munnukka, and Milja Salmi. "How do brand personality, identification, and relationship length drive loyalty in sports?" Journal of Service Theory and Practice 26, no. 1 (2016): 50–71. http://dx.doi.org/10.1108/jstp-09-2014-0206.

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Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it. Design/methodology/approach – The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses. Findings – The authors find that: first, identification with a team mediates th

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Irianto, Dwi, and Dwi Kartikasari. "Fan Loyalty Toward International Football Team: The Role of Brand Image." International Journal of Applied Business Research 2, no. 01 (2020): 58–72. http://dx.doi.org/10.35313/ijabr.v2i01.95.

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The study of fan loyalty in sports marketing mostly is focused on spectator attachment and brand athlete. However, lack of studies examines the fan loyalty formulation toward the international team using brand image. This study aims to examine the influence of two brand image dimensions (attributes and benefits) in creating fan loyalty toward the international team. This study applies the covariance-based structural equation model for analyzing the data. The sample consists of 335 international team football fans in Indonesia. These results reveal that both attributes and benefits are pivotal

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Širola, Davor. "Exploring the consumer-based brand equity relations on Croatian youth fashion market." Zbornik Veleučilišta u Rijeci 9, no. 1 (2021): 155–68. http://dx.doi.org/10.31784/zvr.9.1.10.

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Brand equity is considered a precious marketing concept for practitioners and scholars. This study is focused on the perceptual consumer-based brand equity approach and widely adopted Aaker’s (1991) conceptualization with four primary dimensions: brand awareness, brand associations, perceived quality, and brand loyalty. These components represent the salient dimensions of a multidimensional brand equity index. The research followed the original 14-item Yoo and Donthu (2001) consumer-based brand equity measurement scale. The research hypotheses were successfully corroborated within the Croatian

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Kaynak, Erdener, Gulberk Gultekin Salman, and Ekrem Tatoglu. "An integrative framework linking brand associations and brand loyalty in professional sports." Journal of Brand Management 15, no. 5 (2007): 336–57. http://dx.doi.org/10.1057/palgrave.bm.2550117.

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Kim, Hyun-Su, and Il-Han Seo. "Effects of Sports Brand Collaboration Product Characteristics on Brand Value and Loyalty." Korean Journal of Sports Science 29, no. 1 (2020): 373–83. http://dx.doi.org/10.35159/kjss.2020.02.29.1.373.

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Roudbari, Hamid, Alireza Elahi, and Hossein Akbari Yazdi. "The Relationship between Brand Club Personalities, Trust and Brand Loyalty in Fans of Persepolis FC." Review of European Studies 8, no. 3 (2016): 187. http://dx.doi.org/10.5539/res.v8n3p187.

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<p>Fan loyalty is imperative for sports clubs. In fact, fans have more trust in their favorite team will remain loyal to the team. Team managers and sports clubs must win the trust of their fans. Club brand personality is one of the variables that can be used to enhance the trust of the fans. Due to this issue, in this study, the relationship between club brand personality, trust and loyalty of fans have been investigated. The population of this research consists of Persepolis FC fans and 384 persons were evaluated as the statistical sample. To collect the data, the brand personality que

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Lee, Sang Dok, and Young Sam Lim. "Effect of Brand Personality of Leisure Sports Clothing on Brand-Self Identification, Brand Image, Brand Attitude, & Brand Loyalty." Journal of Sport and Leisure Studies 41 (August 31, 2010): 197–207. http://dx.doi.org/10.51979/kssls.2010.08.41.197.

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Mills, Isabell, and Antonio Williams. "Understanding Brand Equity in Campus Recreational Sports: A Consumer-Based Perspective." Recreational Sports Journal 40, no. 2 (2016): 120–32. http://dx.doi.org/10.1123/rsj.2015-0019.

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The purpose of this study was to develop an understanding of brand equity in campus recreational sports by applying a consumer-based brand equity perspective. The study examined the relationships among attitudes toward advertising, word-of-mouth, past experiences, consumer-based brand equity, and brand loyalty in campus recreational sports. The findings of the study provide support for previous research which posits that marketing mix elements and consumer experiences influence consumer-based brand equity (Berry, 2000; Keller, 1993; Ross, 2006; Williams & Pedersen, 2012; Williams, Rhenwric

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Tun Ganyang, Machmed. "LOYALITAS PELANGGAN: PERAN CITRA MEREK DAN KUALITAS PRODUK." Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 4, no. 3 (2019): 391–400. http://dx.doi.org/10.36226/jrmb.v4i3.288.

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This study aims to examine the relationship between brand image and product quality on customer loyalty in sports products. Data were collected through a questionnaire of 68 respondents. Through regression analysis, the results show that brand image and quality can explain variations in consumer loyalty with the brand image as a dominant factor. This finding implies that producers can increase consumer loyalty by enhancing brand image. Companies need to think about how to develop key messages so that consumers can clearly understand the position of the product. The unique aspects of the produc

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Aissa, Sid Ahmed Hadj, and Ali Matar. "The Impact of Sport Sponsorship on Brand Value: Evidence from Algeria." Business and Economic Research 6, no. 1 (2016): 363. http://dx.doi.org/10.5296/ber.v6i1.9453.

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<p class="ber"><span lang="EN-GB">The study aims to explore the influential relationship between sports sponsorship and brand value dimensions (consumer trends, brand image and loyalty to the mark). Non-random sample is used and 345 single surveys have been distributed in Algeria. Non-random sampling is any other kind of sampling. Such methods are often used for speed and convenience, and also they do not require a sampling frame. The result suggested that there is a significant impact of sports sponsors on consumer trends (cognitive component, emotional component, component behavi

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Anagnostou, Michael, and George Tzetzis. "Greek sport fans' evaluation of football leagues' brand associations and their influence on brand loyalty. The case of UEFA champions league." Sport, Business and Management: An International Journal 11, no. 4 (2021): 430–50. http://dx.doi.org/10.1108/sbm-05-2020-0045.

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PurposeThe purpose of this research was to develop a scale to measure the football league brand associations such as the “UEFA Champions League” and to investigate their influence on brand loyalty.Design/methodology/approachA questionnaire was developed and tested through a pilot test (N = 120) and the final questionnaire was administered among Greek sport spectators (N = 460). The factor structure was tested through an exploratory factor analysis and a regression analysis was used to examine the predictability of fans' brand loyalty by the league brand association dimensions.FindingsSix brand

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Manthiou, Aikaterini, Juhee Kang, and Thomas Schrier. "A visitor-based brand equity perspective: the case of a public festival." Tourism Review 69, no. 4 (2014): 264–83. http://dx.doi.org/10.1108/tr-04-2014-0016.

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Purpose – This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand quality and perceived value; the impact of perceived brand image on perceived brand quality and brand loyalty; and the impact of perceived brand quality on perceived value and brand loyalty. Design/methodology/approach – The conceptual model was tested with an onsite sample of a public festival referred

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Parmar, Preetika, and ,. Radha. "Loyalty status of consumers to cigarettes brands and influencing factors in Bangalore City: A descriptive study." Journal of Drug Delivery and Therapeutics 9, no. 6-s (2019): 143–47. http://dx.doi.org/10.22270/jddt.v9i6-s.3779.

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Background :- Brand loyalty has been studied in many industries and countless product categories. Despite the fact, very few research here been conducted on the tobacco product category in India. The aim of this study was to determine the loyalty status of consumers to cigarettes brands and factors that influence the loyalty status groups. Design and methods:- A descriptive study was conducted during the period of March 2017- April 2017 among the smokers visiting VS Dental College & Hospital , Bangalore Karnataka. A total of 340 smokers participated in the study. Data was collected u

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Tamara, Dr Dewi, Michael Hartanto, M. Tubagus Rizky, and Ivan Cahyaputra. "BRAND IMAGE, CUSTOMER TRUST, AND CUSTOMER LOYALTY TOWARDS WILLINGNESS TO PAY OF SPORTS APPAREL DURING PANDEMIC COVID-19 IN INDONESIA." Emerging Markets : Business and Management Studies Journal 8, no. 1 (2021): 57–71. http://dx.doi.org/10.33555/embm.v8i1.179.

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As an effort to identify the underlying determinants of willingness to pay, this study seeks to examine brand image, customer trust, and customer loyalty that impacts directly on willingness to pay during the 2020 COVID-19 pandemic time frame. This study also seeks to identify the impact of customer trust and brand image towards willingness to pay though customer loyalty and to identify the indirect impact of customer trust and brand image towards willingness to pay during the 2020 COVID-19 pandemic time frame. Using a convenient sampling method, someone who ever bought some sports appar

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Girish, V. G., and Choong-Ki Lee. "The relationships of brand experience, sports event image and loyalty." International Journal of Sports Marketing and Sponsorship 20, no. 4 (2019): 567–82. http://dx.doi.org/10.1108/ijsms-08-2017-0095.

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Purpose The purpose of this paper is to investigate the relationships among brand experience, sports event image and loyalty in the Jeju International Ultramarathon Race. Design/methodology/approach Data were collected from 313 ultramarathon runners during the 16th Jeju International Ultramarathon Race. Statistical analyses were carried out using confirmatory factor analysis and structural equation modeling. Findings An analysis of the relationship between brand experience and sports event image revealed that affective experience is the most influential dimension, followed by sensory and behav

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Se-Hyuk Park and 정정희. "The Relationships among Purchasing Tendencies, Brand Identification, Consumer-Brand Relationships, and Brand Loyalty of Sports Club Members." Korean Journal of Sport Science 27, no. 3 (2016): 575–87. http://dx.doi.org/10.24985/kjss.2016.27.3.575.

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Chio, Cheong-Rak, and Hee-Jung Seo. "The effect of Self-Brand image congruity on brand lover and brand loyalty of consumer sports products." Korean Journal of Sports Science 27, no. 2 (2018): 597–612. http://dx.doi.org/10.35159/kjss.2018.04.27.2.597.

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Tun Ganyang, Machmed. "PEMBENTUKAN LOYALITAS PELANGGAN MELALUI CITRA MEREK DAN KUALITAS PRODUK." Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 4, S1 (2019): 781–90. http://dx.doi.org/10.36226/jrmb.v4is1.368.

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This study aims to examine the relationship between brand image and product quality on customer loyalty in sports products. Data were collected through a questionnaire of 68 respondents. Through regression analysis, the results show that brand image and quality can explain variations in consumer loyalty with the brand image as a dominant factor. This finding implies that producers can increase consumer loyalty by enhancing brand image. Companies need to think about how to develop key messages so that consumers can clearly understand the position of the product. The unique aspects of the produc

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Gunardi, Ferdy. "Pengaruh E-Sports Marketing Dan Kepuasan Pelanggan Terhadap Brand Loyalty Razer Inc." Syntax Idea 2, no. 7 (2020): 209. http://dx.doi.org/10.36418/syntax-idea.v2i7.446.

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Penelitian ini bertujuan untuk mengetahui pengaruh dari penggunaan e-sports sebagai alat pemasaran serta kepuasan pelanggan yang sebagai variabel terhadap brand loyalty kepada merek Razer Inc. Pada masa dimana bermain video games bukanlah sesuatu yang dinilai sebagai suatu kegiatan yang nihil atau sia – sia industri video games semakin berkembang dengan munculnya sisi kompetitif secara profesional yang disebut sebagai e-sports. Munculnya berbagai macam kesempatan di dalam industri besar ini mendorong berbagai perusahaan yang berkaitan dengan video games berdiri dan berkembang, tidak hanya peru

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Widodo, Teguh Heri, and Pratami Wulan Tresna. "PENGARUH KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK (STUDI PADA PENGGUNA KARTU As DI STIA YPPT PRIATIM TASIKMALAYA)." AdBispreneur 3, no. 1 (2018): 81. http://dx.doi.org/10.24198/adbispreneur.v3i1.16615.

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ABSTRACTResearch on the Influence of Brand Trust on Brand Loyalty conducted on As Sim Card User in civitas academic student of STIA YPPT Priatim Tasikmalaya conducted to answer the question about the influence of trust on the loyalty of citizens of Yppt Priatim College of Tasikmalaya As Sim card users. This is a type of quantitative research using descriptive method for analytical method. The data collection techniques that used in this research are questionnaires, interviews and observations. From the research result obtained by brand trust of citizen STIA YPPT Tasikmalaya influenced brand lo

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Kim, Ja-Young, and Su-San kim. "The relationship between brand trust, brand fanship and brand loyalty of sports wear preference brand's self image congruity." Sports Science 37, no. 2 (2020): 289–99. http://dx.doi.org/10.46394/iss.37.2.26.

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Hur, Jin, and Myung-Won Yu. "The Effect of Corporate Association of Sports Equipment Companies on Brand Trust and Brand Loyalty." Journal of the Korea Contents Association 16, no. 6 (2016): 94–102. http://dx.doi.org/10.5392/jkca.2016.16.06.094.

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Carlson, Jamie, and Aron O'Cass. "Optimizing the Online Channel in Professional Sport to Create Trusting and Loyal Consumers: The Role of the Professional Sports Team Brand and Service Quality." Journal of Sport Management 26, no. 6 (2012): 463–78. http://dx.doi.org/10.1123/jsm.26.6.463.

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How professional team-based sport organizations can optimize their e-service platform and manage their brand in an increasingly multichannel marketing environment is a critical issue. This study examines how sports consumers’ (i.e., fans’) perceptions of e-service quality, brand strength, and image congruency between the sport brands’ offline image and online image affects the development of consumers’ trust in the team’s website. In addition, the study explores the role of team website trust in developing team website loyalty, as well the role of loyalty in actual purchase frequency from the

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Yu, Zhang. "An Empirical Study on the Customer Loyalty to Sports Goods Brand." Science Journal of Education 5, no. 3 (2017): 111. http://dx.doi.org/10.11648/j.sjedu.20170503.16.

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Wesana, Joshua, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck, and Hans De Steur. "On consumers’ use, brand preference and equity of sports nutrition products." British Food Journal 122, no. 2 (2019): 635–54. http://dx.doi.org/10.1108/bfj-08-2019-0589.

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Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereb

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Du, Yachao, Jaebo Lee, Jongho Choo, and Jeho Song. "The Impact of Brand Identity in Dance Sports Education on Brand Loyalty and Intention to Purchase." Korea Journal of Sport 19, no. 2 (2021): 87–101. http://dx.doi.org/10.46669/kss.2021.19.2.008.

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Kucharska, Wioleta, Ilenia Confente, and Federico Brunetti. "The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football." Journal of Product & Brand Management 29, no. 6 (2020): 815–30. http://dx.doi.org/10.1108/jpbm-02-2019-2241.

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Purpose In the current era of fake news, illusions, manipulations and other artificial attributes of virtuality and reality, authenticity is a virtue that people highly appreciate. This study aims to examine the influence of the personal brand authenticity of top football players on loyalty to the football discipline in general, via the mediation of personal brand identification. Design/methodology/approach Based on data collected from a convenience sample of 562 respondents from Poland via an electronic survey and analyzed using the structural equation modeling method, this study explored, fi

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Shin, Bong-Sup. "Effect of Brand Personality Congruity between Student and College on Trust, Satisfaction, and Loyalty." Journal of the Korea Contents Association 10, no. 5 (2010): 360–69. http://dx.doi.org/10.5392/jkca.2010.10.5.360.

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Shin, Ji-Su, and Myoung-Hee Lee. "A Study on Brand Loyalty and Repurchase Intention of SPA Clothing Brand Related to Lifestyles of Female College Students." Korean Society of Costume 62, no. 5 (2012): 31–43. http://dx.doi.org/10.7233/jksc.2012.62.5.031.

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Chen, Chang, and Young-Sook Lee. "Effects of Clothing Involvement on Brand Attachment and Brand Loyalty -With Special Reference to Chinese College Students in Busan-." Journal of the Korea Contents Association 10, no. 5 (2010): 173–84. http://dx.doi.org/10.5392/jkca.2010.10.5.173.

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Orhan, Serdar, and Zeynep Kaplan. "Analysis on Brand Preference and Loyalty of Physical Education and Sports Teachers." Universal Journal of Educational Research 6, no. 11 (2018): 2471–77. http://dx.doi.org/10.13189/ujer.2018.061110.

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Lee, Ji-Hae, Hye-Kyung Cho, and Jeoung-Hak Lee. "The Effect of Image Congruity of Sports Brand Corporate’s Event Marathon on Brand Emotion, Attitude and Loyalty." Korean Journal of Sports Science 29, no. 4 (2020): 635–44. http://dx.doi.org/10.35159/kjss.2020.08.29.4.635.

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Fortunato, John A. "Pete Rozelle: Developing and Communicating the Sports Brand." International Journal of Sport Communication 1, no. 3 (2008): 361–77. http://dx.doi.org/10.1123/ijsc.1.3.361.

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In being named by Sporting News magazine as the most powerful person in sports for the 20th century, former NFL commissioner Pete Rozelle is largely given credit as the visionary who developed the economic model for professional sports leagues. It was Rozelle’s idea to sell the league’s television broadcast rights as a collective entity to the highest bidding network, then have all teams share that revenue equally to help ensure competitive balance. In addition to developing an economic model that improved the brand quality of the NFL, Rozelle should be recognized as a pioneer in applying bran

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