The impact of brand associations on brand loyalty in the football industry A comparison of fans from developed and emerging football markets

Maderer D, Holtbrügge D, Woodland R (2016)

Publication Type: Journal article

Publication year: 2016

Journal

Sport, Business and Management Emerald

Book Volume: 6

Pages Range: 499-519

Journal Issue: 5

DOI: 10.1108/SBM-06-2016-0026

Abstract

Purpose - The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM?

Authors with CRIS profile

Daniel Maderer Lehrstuhl für Betriebswirtschaftslehre, insbesondere Internationales Management Dirk Holtbrügge Lehrstuhl für Betriebswirtschaftslehre, insbesondere Internationales Management Rachel Woodland Lehrstuhl für Betriebswirtschaftslehre, insbesondere Internationales Management

Additional Organisation(s)

Lehrstuhl für Betriebswirtschaftslehre, insbesondere Internationales Management

How to cite

APA:

Maderer, D., Holtbrügge, D., & Woodland, R. (2016). The impact of brand associations on brand loyalty in the football industry A comparison of fans from developed and emerging football markets. Sport, Business and Management, 6(5), 499-519. https://dx.doi.org/10.1108/SBM-06-2016-0026

MLA:

Maderer, Daniel, Dirk Holtbrügge, and Rachel Woodland. "The impact of brand associations on brand loyalty in the football industry A comparison of fans from developed and emerging football markets." Sport, Business and Management 6.5 (2016): 499-519.

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