Title: Extending the understanding of professional team brand equity to the global marketplace

Authors: Anthony K. Kerr, James M. Gladden

Addresses: School of Leisure, Sport and Tourism, University of Technology, Sydney (UTS), Sydney, NSW, Australia. ' School of Leisure, Sport and Tourism, University of Technology, Sydney (UTS), Sydney, NSW, Australia

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.

Keywords: brand equity; team brand development; team brand management; satellite fans; international team marketing; international fans; sport marketing; professional teams; branding opportunities; geographic boundaries.

DOI: 10.1504/IJSMM.2008.015961

International Journal of Sport Management and Marketing, 2008 Vol.3 No.1/2, pp.58 - 77

Published online: 02 Dec 2007 *

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