The impact of team identification on ice hockey brand associations

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

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


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 languageEnglish (US)
Pages (from-to)196-210
Number of pages15
JournalInternational Journal of Sport Management and Marketing
Issue number1-2
StatePublished - 2009
Externally publishedYes


  • 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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