Extending the understanding of professional team brand equity to the global marketplace
by Anthony K. Kerr, James M. Gladden
International Journal of Sport Management and Marketing (IJSMM), Vol. 3, No. 1/2, 2008

Abstract: Due to the rise of communications technology in recent years, fans have unprecedented access to their favourite teams and players regardless of geographic location. Such developments have led to the emergence and increased importance of 'satellite fans'. Given the inconsistent nature of the sport product, managers should actively seek to cultivate and develop such a fandom. The purpose of this paper is to extend prior conceptualisations of brand equity in team sport (Gladden and Milne, 1999; Gladden et al. 1998), to explain the development of brand equity across domestic boundaries. Earlier models can thus be expanded to account for satellite fans and the consumption of the sport product in foreign markets. Such a framework may assist sport managers to better understand how to capitalise on branding opportunities across geographic boundaries.

Online publication date: Sun, 02-Dec-2007

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com