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It’s About Time: A Longitudinal Examination of Attitudes and Brand Associations of a Women’s Professional Sport Team

Version 2 2024-06-06, 04:41
Version 1 2023-02-09, 22:29
journal contribution
posted on 2024-06-06, 04:41 authored by Henry Wear, Michael Naraine, Jordan BakhshJordan Bakhsh
The proliferation and growth of women’s professional sport over time has seen a range of consumer outcomes and attention. Recently, there has been increased acknowledgement by sport marketing researchers that there is something inherently unique about the consumption and engagement of individuals as fans of women’s sport. Simultaneously, there have been new findings regarding the importance of brand associations for new sport teams as they seek to craft a brand to ensure financial success. Th is study builds on this work by showcasing the changing nature of consumer perceptions as they engage with a new women’s professional sport team. Findings indicated that attitudes related to women’s opportunity, accessibility, entertainment price, and athletic quality changed over time as individuals gained more experience with the team. Conditional growth curve modeling also provided evidence that attitudes related to accessibility and women’s opportunity explained positive changes in the overall brand perceptions of the team.

History

Journal

Sport Marketing Quarterly

Volume

31

Pagination

128-140

Location

Morgantown, W. Va.

ISSN

1061-6934

eISSN

1557-2528

Language

English

Publication classification

C1.1 Refereed article in a scholarly journal

Issue

2

Publisher

FiT Publishing

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