Title: Creating revenue via Organisational 'Brandpression' Management (OBpM): a marriage of brand management and impression management in professional sport

Authors: Kwame J.A. Agyemang; Antonio S. Williams

Addresses: School of Kinesiology, Louisiana State University, 112 Huey P. Long Field House, Baton Rouge, LA 70803, USA ' School of Public Health, Indiana University, Bloomington, 1025 East 7th Street, HPER 112J, Bloomington, IN 47405, USA

Abstract: Characterised as activities organisations take to positively influence the image the public has of them, organisational impression management (OIM) is essentially analogous to brand management. To date, however, there is a dearth of literature that links OIM and brand management. Taking this into account, this paper dovetails OIM and brand management literature, detailing a process we refer to as Organisational 'Brandpression' Management (OBpM). Focusing on professional sport, we illustrate how professional sport organisations can proactively employ OBpM, thereby contributing to its ability to maintain support from its current consumer base while also creating positive first impressions and attracting those yet to 'buy in' to the organisation's brand. This, we argue, permits the organisation to leverage their brand as a revenue generator in the marketplace. We identify key areas that professional sport organisations should focus on in order to accomplish this: legitimacy, distinction, consistency, trustworthiness, reputation, affiliation, and employee satisfaction. We conclude with a discussion of future research directions.

Keywords: proactive impression management; organisational impression management; revenue generation; brand loyalty; brand management; professional sports; sport marketing; legitimacy; distinction; consistency; trustworthiness; reputation; affiliation; employee satisfaction.

DOI: 10.1504/IJRM.2013.055687

International Journal of Revenue Management, 2013 Vol.7 No.2, pp.171 - 181

Available online: 04 Aug 2013 *

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