Brand Management Strategy for Korean ... - Brunel University

fan‟s psychological well-being (Wann, 2006), and as an element to explain the
emotional and even aggressive behaviour of fans (Wann et al., 2002).
F-T identification is related to the consequences of brand equity as well. Gladden et al.
(1998) and Ross (2006) identify the relationship between F-T identification and brand
equity in their model. F-T identification is an indicator of attendance at collegiate sports
events (Wann et al., 2004; Laverie and Arnett, 2000), and ticket sales and merchandise
sales (Kwon and Armstrong, 2002). Sponsorship and sports ground advertising are also
suggested as the examples of the connection (Gwinner and Swanson, 2003).
Researcher Definition
Hogg and Abrams
(1988)
Sloan (1989);
Wann and
Branscombe (1993)
Wann and
Branscombe (1993)
Mahony (1995,
p.12)
Sutton, McDonald,
Milne and
Cimperman (1997)
Wann et al. (2002)
The part of identification with the team and/or what it represents
The fans‟ feelings of self-worth, ambition and aggression
relecvant to a particular sports team
An individual‟s attachment to or concern for a specific sports
team
The degree to which a fan defines him/herself by the same
attribute that defines the sport team
A potential means of manipulation that brand managers can
operate to reduce price sensitivity on fans
The degree of the emotional and even aggressive behaviour of
fans
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