Title: The impact of team identification on ice hockey brand associations

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

Addresses: University of Minnesota, 218 Cooke Hall, 1900 University Ave. S.E., Minneapolis, MN 55455, USA. ' University of Miami, P.O. Box 248065, Coral Gables, FL 33124, USA. ' University of Minnesota, 1900 University Avenue, Minneapolis, MN 55455, USA

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.

Keywords: brand associations; team identification; brand management; intercollegiate ice hockey; sport marketing; season ticket holders; image augmentation; image reinforcement.

DOI: 10.1504/IJSMM.2009.021759

International Journal of Sport Management and Marketing, 2009 Vol.5 No.1/2, pp.196 - 210

Published online: 01 Dec 2008 *

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