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Keywords: Brand associations
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2021) 11 (4): 430–450.
Published: 18 May 2021
...Michael Anagnostou; George Tzetzis Purpose The purpose of this research was to develop a scale to measure the football league brand associations such as the “UEFA Champions League” and to investigate their influence on brand loyalty. Design/methodology/approach A questionnaire was developed...
Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2016) 6 (5): 499–519.
Published: 14 November 2016
...Daniel Maderer; Dirk Holtbruegge; Rachel Woodland 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...
Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2014) 4 (1): 6–25.
Published: 04 March 2014
... link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred...
