Title: Literature review on brand equity in professional team sport: a German perspective on ice hockey

Authors: Christina Suckow

Addresses: Department of Economics and Information Management, University of Duisburg-Essen, Universitatsstr. 9, Essen 45141, Germany

Abstract: This paper reviews the concept of brand from a perspective of ice hockey. Since branding hockey can appropriately be described by the concept of customer-based brand equity, the literature about this concept is a valuable point of reference for gaining insights into the mechanisms of hockey branding. By reviewing the concept, appropriately defining the hockey customers and the hockey product are mandatory. Practical implications are then derived from a case study of the German Hockey League (DEL) in order to enhance the understanding of branding in a German hockey context.

Keywords: ice hockey; sport branding; building brand equity; customer-brand relationships; team sport marketing; German Hockey League; DEL; Germany.

DOI: 10.1504/IJSMM.2009.021760

International Journal of Sport Management and Marketing, 2009 Vol.5 No.1/2, pp.211 - 225

Published online: 01 Dec 2008 *

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