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dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorMunnukka, Juha
dc.contributor.authorSalmi, Milja
dc.date.accessioned2016-01-15T08:23:06Z
dc.date.available2016-01-15T08:23:06Z
dc.date.issued2016
dc.identifier.citationKarjaluoto, H., Munnukka, J., & Salmi, M. (2016). How do brand personality, identification, and relationship length drive loyalty in sports?. <i>Journal of Service Theory and Practice</i>, <i>26</i>(1), 50-71. <a href="https://doi.org/10.1108/JSTP-09-2014-0206" target="_blank">https://doi.org/10.1108/JSTP-09-2014-0206</a>
dc.identifier.otherCONVID_25452473
dc.identifier.otherTUTKAID_68657
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/48357
dc.description.abstractPurpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it. Design/methodology/approach – The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses. Findings – The authors find that: first, identification with a team mediates the effects of brand personality on attitudinal loyalty and behavioral loyalty; second, brand personality is a stronger driver of identification among newer fans; and third, brand personality has a stronger influence on both attitudinal and behavioral loyalty among newer fans. These findings stress the importance of sports brand’s personality in driving fans’ identification with the team and their loyalty to it. Originality/value – The study develops and tests a new conceptual model on consumer loyalty in the sports team context. The authors shed light on how sports team personality affects its fans’ identification with the team and the formation of fan loyalty, from the perspective of fans’ relationship length.
dc.language.isoeng
dc.publisherEmerald
dc.relation.ispartofseriesJournal of Service Theory and Practice
dc.subject.othersports marketing
dc.subject.otherpartial least squares
dc.subject.otherfan identification
dc.subject.otherfan loyality
dc.subject.othersport brands
dc.titleHow do brand personality, identification, and relationship length drive loyalty in sports?
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201601151110
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2016-01-15T07:15:04Z
dc.type.coarjournal article
dc.description.reviewstatuspeerReviewed
dc.format.pagerange50-71
dc.relation.issn2055-6225
dc.relation.numberinseries1
dc.relation.volume26
dc.type.versionacceptedVersion
dc.rights.copyright© Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.
dc.rights.accesslevelopenAccessfi
dc.subject.ysourheilu
dc.subject.ysomarkkinointi
dc.subject.ysobrändit
dc.subject.ysopersoonallisuus
jyx.subject.urihttp://www.yso.fi/onto/yso/p965
jyx.subject.urihttp://www.yso.fi/onto/yso/p5878
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p7075
dc.relation.doi10.1108/JSTP-09-2014-0206


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