Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams
| العنوان: | Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams |
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| المؤلفون: | Jason P. Doyle, Sarah Kelly, Kevin Filo, Thilo Kunkel, Graham Cuskelly |
| المصدر: | Journal of Strategic Marketing. :1-15 |
| بيانات النشر: | Informa UK Limited, 2021. |
| سنة النشر: | 2021 |
| مصطلحات موضوعية: | Marketing, Professional sport, business.industry, Strategy and Management, media_common.quotation_subject, 05 social sciences, Brand architecture, Public relations, Brand management, Perception, 0502 economics and business, Brand association, 050211 marketing, Business, Brand equity, Listing (finance), 050203 business & management, media_common, Strategic marketing |
| الوصف: | Sport brand management has become an increasingly strategic process, yet most scholarly attention has been focused exclusively on men’s sport. This study contributes to knowledge surrounding women’s sport brands and the strategic marketing of sport organizations’ brand portfolios. We drew upon sport brand architecture and brand association knowledge to examine how consumers evaluate and perceive women’s professional sport team brands. Data collected via free-thought listing and semi-structured interviews (N = 31) revealed that while established linked brands (e.g. the pre-existing men’s team) help shape consumer perceptions toward women’s professional sport brands, unique associations driven by social and economic factors are also linked to these brands. Findings contribute to the strategic sport brand management literature and can be used by sport organizations and their stakeholders to guide the creation and development of women’s sport brand equity. |
| تدمد: | 1466-4488 0965-254X |
| DOI: | 10.1080/0965254x.2021.1922489 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::7b4bc750913c5c2546a90c4ced3df1ec https://doi.org/10.1080/0965254x.2021.1922489 |
| رقم الانضمام: | edsair.doi...........7b4bc750913c5c2546a90c4ced3df1ec |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 14664488 0965254X |
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| DOI: | 10.1080/0965254x.2021.1922489 |