Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League
Abstract
Purpose – The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League. Design/methodology/approach – The research design is longitudinal, qualitative and interpretivistic, utilising 26 online focus groups with 213 participants over a 24-month period encompassing the...
Paper Details
Title
Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League
Published Date
May 18, 2015
Volume
24
Issue
3
Pages
229 - 251
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