| 期刊詳細資料 Journal detailed information |
| 作者(Author) | Walsh, P., Chien, C., & Ross, S. |
| 篇名(Article title) | Sport teams as brand extensions: A case of Taiwanese baseball (SMA 2011 award-winning paper) |
| 期刊名(Journal name) | Sport Marketing Quarterly |
| 國際期刊(International Journal) | |
| 中文摘要(Abstrct) | |
| ABSTRCT | Brand extensions are a popular strategy for professional sport teams as they can have a positive impact on team revenue and act as another touch point between teams and consumers. However, failed extensions could also potentially harm team brand equity. While research has begun to examine team brand extensions, no research has examined extensions from the perspective of the team being an extension of a corporate brand. Therefore, this study examined the perceived fit between four professional baseball teams in Taiwan and the corporate parent brand which owned the teams, if team success impacted parent brand enhancement or dilution, and the impact that identification had on enhancement and dilution. The results suggest there was not a perceived fit between the parent brand and the teams, and team success was more likely to enhance the parent brand than team failure causing any dilution, particularly for those at higher levels of identification. |
| 中文關鍵字(Keyword) | |
| KEYWORD | |
| 卷期(Volume No) | Vol. 21 No. 3 |
| 頁數(Page number) | pp. 138~146 |
| 年份(Year) | 2012 |
| 語言(Language) | 英文 English |