Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams...

The importance of team brand associations in sport management research is well documented but the formation and stability of these associations has not been investigated. The current research tested the development, change, and predictive ability of brand associations over time. Longitudinal...

pt. 1. Introduction and consumer segmentation -- pt. 2. Inputs : external forces and branding -- pt. 3. Processes : internal psychological components -- pt. 4. Outputs : sport consumer connections and satisfaction -- pt. 5. An alternative perspective on sport consumer behaviour -- pt. 6. Case...