Sport Brands: Brand Relationships and Consumer Behavior

By Thilo Kunkel, R. Biscaia. Sport Marketing Quarterly, 2020

102 citations recorded by the source corpus.

One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between connected brands or the actual behavioral outcomes of branding. This article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand architecture within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from different brand entities within the sport brand ecosystem. Thus, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/fa81d70347205ad25606ed0cd595cff12df35111

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In Gender Studies

1. Thilo Kunkel
2. Yiran Su
3. J. Doyle

In Marketing

1. Thilo Kunkel
2. Yiran Su
3. J. Doyle

In Sociology and Political Science

1. Thilo Kunkel
2. Yiran Su
3. J. Doyle

Citations in the corpus

• Athlete branding via social media: examining the factors influencing consumer engagement on Instagram (2020, background): “Additionally, as athletes represent related sub-brands within the portfolio of the team brand (Kunkel & Biscaia, 2020), consumer evaluations of athlete brands may be influenced by spill-over effects introduced by teammates.”