... had engaged in brand extensions, offering a category of products/services that were more concerned with facilities utilization. These were not aimed at fans of the teams, as with conventional sporting extensions, but at a different market. Though there was some overlap between customers. The use...

... with insights on how to enhance the member experience. While the present study represents only one case, the researchers believe there are key factors to call attention to for NFL marketers considering a brand extension aimed at women. Practical implications – The results provide marketers with useful...

...Patrick Walsh; Isabell Rhenwrick; Antonio Williams; Adia Waldburger Purpose – While brand extensions and licensing are two distinct brand strategies, recent literature suggests that licensing be treated as an “external” brand extension. As both of these strategies have the ability to have...