Understanding brand loyalty in professional sport: examining the link between brand associations and brand loyalty

This paper examines the relationship between brand associations (anything in the consumer's mind linked to a specific team brand) and brand loyalty in US professional sport. To study the relationship between 13 brand association dimensions and brand loyalty, a survey of professional sport consumers was completed (N =929). Results of multiple regression analysis revealed positive relationships between fan identification, escape, nostalgia, and product delivery, and brand loyalty. Negative relationships were found between tradition, star players, and peer group acceptance, and brand loyalty. Keywords: Brand management, Brand loyalty, Professional sport
Executive Summary This research broadens the understanding of brand management in professional sport by examining the relationship between brand associations (anything in the consumer's mind linked to a specific brand) [...]