‘A reputation to protect’: sport-team reputation as a strategic source of brand equity

Mishra, A, Yousaf, A ORCID: https://orcid.org/0000-0002-5234-7474 and Gannon, M, 2024. ‘A reputation to protect’: sport-team reputation as a strategic source of brand equity. Corporate Reputation Review. ISSN 1363-3589

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Abstract

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.

Item Type:	Journal article
Publication Title:	Corporate Reputation Review
Creators:	Mishra, A., Yousaf, A. and Gannon, M.
Publisher:	Springer Science and Business Media LLC
Date:	2 September 2024
ISSN:	1363-3589
Identifiers:	Number Type 10.1057/s41299-024-00200-7 DOI 2214297 Other
Rights:	This is a post-peer-review, pre-copyedit version of an article published in Corporate Reputation Review. The definitive publisher-authenticated version of Mishra, A., Yousaf, A., & Gannon, M. (2024). ‘A reputation to protect’: sport-team reputation as a strategic source of brand equity. Corporate Reputation Review, is available online at: https://doi.org/10.1057/s41299-024-00200-7
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	16 Sep 2024 07:58
Last Modified:	16 Sep 2024 07:58
URI:	https://irep.ntu.ac.uk/id/eprint/52214

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