FRAME WORK
CODE: JI3-LOYALTY-0004B
Abstract
This paper aims to contribute to the current brand and sport marketing literature by conceptualising the relationship between brand image, brand love and loyalty within Australian elite sport. The context for this study is an investigation of Australian football and more specifically its teams. Sport teams are seeking to enhance profits through marketing strategies targeted at driving supporter loyalty. Such teams are marketing their identities as a brand in an attempt to create a unique team personality in order to achieve a competitive advantage over other teams. But team or brand personality and its relationship with loyalty do not operate in isolation and the introduction of brand love to the conceptual model seeks to better explain variations in loyalty performance. This paper presents a holistic conceptual model and subsequent research propositions.
Keywords: Brand love, loyalty, brand image, passion, sport
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