Extending the understanding of professional team brand equity to the global marketplace

Inderscience Publishers
Publication Type:
Journal article
Kerr Anthony and Gladden James 2008, 'Extending the understanding of professional team brand equity to the global marketplace', Inderscience Publishers, vol. 3, no. 1/2, pp. 58-77.
Issue Date:
Full metadata record
Files in This Item:
Filename Description Size
Thumbnail2008005671OK.pdf257.47 kB
Adobe PDF
Due to the rise of communications technology in recent years, fans have unprecedented access to their favourite teams and players regardless of geographic location. Such developments have led to the emergence and increased importance of 'satellite fans'. Given the inconsistent nature of the sport product, managers should actively seek to cultivate and develop such a fandom. The purpose of this paper is to extend prior conceptualisations of brand equity in team sport (Gladden and Milne, 1999; Gladden et al. 1998), to explain the development of brand equity across domestic boundaries. Earlier models can thus be expanded to account for satellite fans and the consumption of the sport product in foreign markets. Such a framework may assist sport managers to better understand how to capitalise on branding opportunities across geographic boundaries.
Please use this identifier to cite or link to this item: