New Sport Teams and the Development of Brand Community

Grant, Nigel; Heere, Bob; Dickson, Geoff

doi:10.1080/16184742.2010.537364

Cited by 52 publications

(51 citation statements)

References 60 publications

(162 reference statements)

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“…Social interaction is often highlighted as an experiential benefit of the consumption experience at the stadium contributing to understand team brand equity (Bauer et al, 2008;Ross et al, 2008). Thus, creating social events before and after the games for fan club members may be important to increase the sense of community (Grant, Heere, & Dickson, 2011), perceptions of team brand equity, and to better communicate with those consumers to foster rich relationships .…”

Section: Discussionmentioning

confidence: 97%

Investigating the role of fan club membership on perceptions of team brand equity in football

Biscaia

Ross

Yoshida

et al. 2016

Sport Management Review

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A B S T R A C TResearchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and nonmembers, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions.

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Section: Discussionmentioning

confidence: 97%

Investigating the role of fan club membership on perceptions of team brand equity in football

Biscaia

Ross

Yoshida

et al. 2016

Sport Management Review

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“…Market research shows that established products and brands offer more in-depth understanding of consumers, whereas newly established brands or products do not have previous consumers or exposure in the marketplace (Grant et al, 2011). This continues to create challenges as marketing professionals seek to understand consumer behavior of the first adopters, in an effort to more effectively develop marketing plans (Greenwood et al, 2006;McDonald et al, 2016).…”

Section: Consumer Behaviormentioning

confidence: 99%

“…The development of a strong fan base often drives such things as media consumption, merchandise sales, and sponsorship opportunities (Grant et al, 2011). Fan loyalty to a new college football team is not easily established and requires extensive marketing research to reveal demographic, psychographic, and geographic information about the first fan adopters and retention of those fans (Funk and James, 2006;Kelly and Dixon, 2011).…”

Section: Introductionmentioning

confidence: 99%

Buying in: Analyzing the first fan adopters of a new National Collegiate Athletic Association (NCAA) Division I Football Program

Greene¹,

Oâ€TMNeil²,

Russell³

et al. 2018

J. Phys. Educ. Sport Manag.

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“…Research into online brand communities has examined how to utilise them in product development (Kim and Bae, 2008); promote consumer participation (Casaló et al, 2008), and how consumers engage with the community (Lee et al, 2011;, Brodie et al, 2013;Baldus et al, 2015). Within sport, extensive empirical work has been carried out into brand communities, focusing on team and other group identities (Heere and James, 2007;Heere et al, 2011a;Heere et al, 2011b), new sport teams (Grant et al, 2011), brandfests (Woolf et al, 2013) and scale-free networks within a new brand community (Katz andHeere, 2013, 2015). A recent study by Yoshida et al (2015a) found that "fan community attachment is the only construct that can predict attendance frequency over a longer period of time", and a further study by Yoshida et al (2015b) found that "fan community identification had positive effects on team brand equity and […] fan community engagement, customized product use, member responsibility, and positive word-of-mouth".…”

Section: Sports Marketing Community and Consumptionmentioning

confidence: 99%

Brand community, loyalty and promise in myfootballclub.co.uk

Guimaraes¹,

Stride

O’Reilly

2016

Sport, Business and Management: An International Journal

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Acknowledgments (if applicable):N/A Biographical Details:Guilherme Guimarães is currently a partner at Ativa Esporte, a sport marketing consultancy, and Director Rio/Sports at the British Council. Following the completion of his MSc at the 2 University of Sheffield as a Chevening scholar, he moved back to Brazil. There, as a Sponsorship Manager for the bid committee and the Brazilian Olympic Committee, he helped Brazil secure the 2016 Olympics. Prior to that he contributed to different companies, such as Unilever, Nestlé, And1, among others, either as an employee or as a provider, totalling more than 15 years of experience. His research interests are around sport marketing and management, sponsorship activation and the effect of new social media in sports.Dr Chris Stride is an applied statistician based at the Institute of Work Psychology, University of Sheffield, but publishing across a wide range of social science disciplines. He is particularly interested in the use of statistical methods to support and add rigour to research in areas where advanced quantitative analysis would traditionally be considered an anathema. Current personal research interests include cheating and ethics in football, the effects of residential and environmental design upon occupant's well-being, and commemorative cultures and nostalgic branding in sport and leisure.Dr Daragh O'Reilly is a lecturer in marketing at the Sheffield University Management School.His research interest is in the relationship between markets, culture and consumption, with a particular focus on brands and culture. Structured Abstract:Purpose 3 The primary purpose of this paper is to link the notions of brand community, loyalty and promise as a reminder to marketers of the importance to brand communities of keeping their commercial promises. Design/methodology/approachThe paper reports on a questionnaire survey (n=500) of members of a sport brand community as part of an investigation into the relationship between brand community and brand loyalty. FindingsBrand loyalty was predicted by age, frequency of attendance, motivations for joining the brand community and the degree to which expectations built by the brand promise are met. Research limitations/implicationsIn common with many inquiries in the area of brand community, this is a single case study. It is primarily a cross-sectional study, with a minor longitudinal element. Practical implicationsBranding practitioners and consultants with responsibility for brand community management issues need to balance the consumer-to-consumer dimensions of community with a careful understanding and operationalisation of the brand promise. Originality/value (mandatory):4 This is the first paper to integrate the constructs of brand community and brand loyalty with that of brand promise. Keywords:Brand management, Brand community, brand loyalty, brand promise myfootballclub.co.uk Article Classification:Research paper 5 IntroductionIn 1973, Boorstin first put forward the notion of consumption communities (Friedman et al., 199...

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New Sport Teams and the Development of Brand Community

Cited by 52 publications

References 60 publications

Investigating the role of fan club membership on perceptions of team brand equity in football

Investigating the role of fan club membership on perceptions of team brand equity in football

Buying in: Analyzing the first fan adopters of a new National Collegiate Athletic Association (NCAA) Division I Football Program

Brand community, loyalty and promise in myfootballclub.co.uk

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