Brand image forms the basis for making better strategic marketing decisions about targeting specific market segments and positioning a product. The phrase, brand image, however, has been defined and applied in various ways by different researchers. The variations in definition can be confusing...

The concept of commitment in sport marketing has largely been regarded as unidimensional. In the broader study of organizational behavior, commitment has been studied as a multidimensional construct. The multiple dimensions of commitment construe that one's behavior can be conveyed by different...