Brand New: A Longitudinal Investigation of Brand Associations as Drivers of Team Identity Among Fans of a New Sport Team

The role of brand associations and team identity in the sport management literature has received significant attention; however, there exists opportunities to investigate the way they impact one another over time. The authors examined the development of brand associations and team identification among fans of a new team to measure the impact the team’s brand held in the development of new fans. Longitudinal quantitative data were collected from...