The impact of team identification on ice hockey brand associations
by Stephen D. Ross, Patrick Walsh, Heather D. Maxwell
International Journal of Sport Management and Marketing (IJSMM), Vol. 5, No. 1/2, 2009

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.

Online publication date: Mon, 01-Dec-2008

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