The role of perceived fit in fans' evaluation of sports brand extensions
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2004
Abstract
This study is one of the first efforts in sports marketing literature to assess sports fans' evaluation of brand extensions introduced by a professional sports team. Using measures of perceived fit between the parent brand and the extensions, it is hypothesised that increased fit will result in more positive fan evaluations and higher intention to purchase the team's extension. Results from correlation and regression analyses provide support for this hypothesis.
Citation
Papadimitriou, D., Apostolopoulou, A. and Loukas, I. (2004), "The role of perceived fit in fans' evaluation of sports brand extensions", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 1, pp. 27-44. https://doi.org/10.1108/IJSMS-06-01-2004-B006
Publisher
:Emerald Group Publishing Limited
Copyright © 2004 by Winthrop Publications Limited