{"title":"需要保护的声誉\":作为品牌资产战略来源的体育团队声誉","authors":"Abhishek Mishra, Anish Yousaf, Martin Gannon","doi":"10.1057/s41299-024-00200-7","DOIUrl":null,"url":null,"abstract":"<p>This study investigates how sports team reputation shapes brand equity through consumers’ relationship satisfaction, life satisfaction, and commitment. Data were collected from India in two stages, with 523 responses used to test relationships among constructs via structural equation modelling. Barring the effects of social responsibility and financial soundness on relationship satisfaction and the effect of life satisfaction on team brand equity, all hypothesised relationships were significant. Self-congruity also positively moderated relationship satisfaction outcomes, including sport-team heritage, spectator orientation, and management style dimensions. The study’s findings provide important insights for managers, highlighting the crucial role of a strong reputation in building consumer-team loyalty. Our research suggests that marketing strategies should focus on enhancing consumer self-identification by involving fans in on-field and off-field successes to foster meaningful connections.</p>","PeriodicalId":47317,"journal":{"name":"CORPORATE REPUTATION REVIEW","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2024-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"‘A Reputation to Protect’: Sport-Team Reputation as a Strategic Source of Brand Equity\",\"authors\":\"Abhishek Mishra, Anish Yousaf, Martin Gannon\",\"doi\":\"10.1057/s41299-024-00200-7\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>This study investigates how sports team reputation shapes brand equity through consumers’ relationship satisfaction, life satisfaction, and commitment. Data were collected from India in two stages, with 523 responses used to test relationships among constructs via structural equation modelling. Barring the effects of social responsibility and financial soundness on relationship satisfaction and the effect of life satisfaction on team brand equity, all hypothesised relationships were significant. Self-congruity also positively moderated relationship satisfaction outcomes, including sport-team heritage, spectator orientation, and management style dimensions. The study’s findings provide important insights for managers, highlighting the crucial role of a strong reputation in building consumer-team loyalty. Our research suggests that marketing strategies should focus on enhancing consumer self-identification by involving fans in on-field and off-field successes to foster meaningful connections.</p>\",\"PeriodicalId\":47317,\"journal\":{\"name\":\"CORPORATE REPUTATION REVIEW\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2024-09-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"CORPORATE REPUTATION REVIEW\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1057/s41299-024-00200-7\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"CORPORATE REPUTATION REVIEW","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41299-024-00200-7","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
‘A Reputation to Protect’: Sport-Team Reputation as a Strategic Source of Brand Equity
This study investigates how sports team reputation shapes brand equity through consumers’ relationship satisfaction, life satisfaction, and commitment. Data were collected from India in two stages, with 523 responses used to test relationships among constructs via structural equation modelling. Barring the effects of social responsibility and financial soundness on relationship satisfaction and the effect of life satisfaction on team brand equity, all hypothesised relationships were significant. Self-congruity also positively moderated relationship satisfaction outcomes, including sport-team heritage, spectator orientation, and management style dimensions. The study’s findings provide important insights for managers, highlighting the crucial role of a strong reputation in building consumer-team loyalty. Our research suggests that marketing strategies should focus on enhancing consumer self-identification by involving fans in on-field and off-field successes to foster meaningful connections.
期刊介绍:
Corporate Reputation Review is the leading international journal for all scholars and academics concerned with managing and measuring corporate reputation.The Journal is reviewed by a distinguished editorial board, under the guidance of Guido Berens (Erasmus University, The Netherlands). Corporate Reputation Review provides a forum for rigorous, practically relevant academic research into reputations and reputation management, as well as related concepts such as identity and corporate communication.