Brand Management Strategy for Korean ... - Brunel University

peer group acceptance of emotional attachment to the team, the ‘escapism’ of
becoming immersed in the game, tradition, product delivery and star players were
reliable predictors of loyalty to a team. Similarly, Funk (2002) reported that six of these
associations (star player, vicarious achievement, nostalgia, product delivery, success
and escape) categorised consumers by their membership of three groups; casual,
moderate and loyal. Ross et al. (2006) have developed the Team Brand Association
Scale (TBAS). The TBAS analyses 11 brand associations held by consumers that relate
to professional sports. Associations assessed by the TBAS, as defined by Ross et al.,
include (1) persons who are not players but are associated with a particular sport team,
for example the manager or coach ("Non-player Personnel"); (2) the performance,
and/or success of a team ("Team Success"); (3) the history of a particular sport team, for
example success in previous seasons ("Team History"); (4) the stadium and
geographical community which the team calls "home" ("Stadium Community"); (5)
specific characteristics displayed by the team on the field ("Team-play Characteristics");
(6) the identifying marks associated with a specific sport team ("Brand Mark"); (7) the
team’s dedication to their fans ("Organisational Attributes"); (8) consuming food and
drink at the stadium ("Concessions"); (9) interacting with friends, colleagues and other
fans ("Social Interaction"); (10) the competition between historically competitive teams;
often between teams from the same geographic location e.g. Arsenal and Tottenham
Football teams ("Rivalry"); and (11) an individual's continued support for a particular
team ("Commitment").
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