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Article
Publication date: 6 May 2014

Patrick Walsh, Isabell Rhenwrick, Antonio Williams and Adia Waldburger

While brand extensions and licensing are two distinct brand strategies, recent literature suggests that licensing be treated as an “external” brand extension. As both of…

Abstract

Purpose

While brand extensions and licensing are two distinct brand strategies, recent literature suggests that licensing be treated as an “external” brand extension. As both of these strategies have the ability to have positive and negative effects on the team's brand it is important to understand if consumers are aware if they are purchasing licensed products or extensions. Therefore, the purpose of this paper is to examine if consumers are aware when a brand extension or licensing situation is present.

Design/methodology/approach

This research involved exposing participants to a total of 16 products (eight brand extensions and eight licensed products) and asking participants to indicate who developed the products they were exposed to.

Findings

The results suggest that participants had a difficult time correctly identifying team licensed products, while in general they were able to successfully identify team brand extensions.

Research limitations/implications

This study provides empirical evidence suggesting that licensed product should not be classified as brand extensions as has been previously suggested. As such, research on brand extensions may not be applicable to licensing and vice versa.

Practical implications

As there is some confusion in regards to who is manufacturing team licensed product, it is important that sport properties choose licensees that produce high quality products to limit potential negative effects on their brand.

Originality/value

This was the first known study to examine differences in consumer awareness of team brand extensions and licensed products.

Details

Sport, Business and Management: An International Journal, vol. 4 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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Article
Publication date: 11 May 2015

Antonio Williams, Isabell Rhenwrick, Kwame J. A. Agyemang and Alexandria Pantaleoni

– The purpose of this paper is to arrive at a better understanding of the experiences of the women who comprise a distinct National Football League (NFL) women’s only fan club.

Abstract

Purpose

The purpose of this paper is to arrive at a better understanding of the experiences of the women who comprise a distinct National Football League (NFL) women’s only fan club.

Design/methodology/approach

A semi-structured focus group interview was conducted and analyzed using margin coding for a NFL fan club. The focus group data were triangulated with secondary sources such as participant observation, field notes, and documents (e.g. web site and written documents from fan club).

Findings

The data analysis revealed the following eight themes: philanthropy, team affiliation, events, social media, brand elements, fan identity, apparel, perks.

Research limitations/implications

The paper examines the experiences of women fan club members, which could potentially provide the franchise with insights on how to enhance the member experience. While the present study represents only one case, the researchers believe there are key factors to call attention to for NFL marketers considering a brand extension aimed at women.

Practical implications

The results provide marketers with useful information to enhance the experience of current women only fan club brand extension and potential future women only fan club brand extensions. Given the increase in NFL fandom among this segment of the population, it will be crucial for NFL marketers to increase their efforts to leverage their respective sport team brands with female fans.

Originality/value

The paper is the first to explore the experiences of women fan club members in professional sports.

Details

Sport, Business and Management: An International Journal, vol. 5 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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