TY  - JOUR
AB  - 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.
VL  - 6
IS  - 1
SN  - 1464-6668
DO  - 10.1108/IJSMS-06-01-2004-B006
UR  - https://doi.org/10.1108/IJSMS-06-01-2004-B006
AU  - Papadimitriou Dimitra
AU  - Apostolopoulou Artemisia
AU  - Loukas Ilias
PY  - 2004
Y1  - 2004/01/01
TI  - The role of perceived fit in fans' evaluation of sports brand extensions
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 27
EP  - 44
Y2  - 2024/04/19
ER  -