The impact of team identification on ice hockey brand associations

Stephen D. Ross; Patrick Walsh; Heather D. Maxwell

doi:10.1504/IJSMM.2009.021759

The impact of team identification on ice hockey brand associations

Stephen D. Ross, Patrick Walsh, Heather D. Maxwell

Research output: Contribution to journal › Article › peer-review

6 Scopus citations

Abstract

The present study assessed the influence of team identification on the brand associations of an intercollegiate ice hockey team in the USA. Using the Team Brand Association Scale (TBAS) and the Team Identification Index (TII), a structural model was examined to assess the relationship between the two constructs. Results from a sample of 349 season ticket holders indicated team identification significantly impacts brand associations. By determining the impact of loyalty on associations, sport managers and marketers can concentrate resources on particular team characteristics that require image augmentation or image reinforcement.

Original language	English (US)
Pages (from-to)	196-210
Number of pages	15
Journal	International Journal of Sport Management and Marketing
Volume	5
Issue number	1-2
DOIs	https://doi.org/10.1504/IJSMM.2009.021759
State	Published - 2009
Externally published	Yes

Keywords

Brand associations
Brand management
Ice hockey
Team identification

ASJC Scopus subject areas

Business and International Management
Strategy and Management
Management Science and Operations Research
Marketing

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10.1504/IJSMM.2009.021759

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AB - The present study assessed the influence of team identification on the brand associations of an intercollegiate ice hockey team in the USA. Using the Team Brand Association Scale (TBAS) and the Team Identification Index (TII), a structural model was examined to assess the relationship between the two constructs. Results from a sample of 349 season ticket holders indicated team identification significantly impacts brand associations. By determining the impact of loyalty on associations, sport managers and marketers can concentrate resources on particular team characteristics that require image augmentation or image reinforcement.

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The impact of team identification on ice hockey brand associations

Abstract

Keywords

ASJC Scopus subject areas

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