Exploring sport brand development strategies to strengthen consumer involvement with the product - The case of the Australian A-League

Volume: 17, Issue: 4, Pages: 470 - 483
Published: Nov 1, 2014
Abstract
null null The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected...
Paper Details
Title
Exploring sport brand development strategies to strengthen consumer involvement with the product - The case of the Australian A-League
Published Date
Nov 1, 2014
Volume
17
Issue
4
Pages
470 - 483
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