Chapter Two: Literature Review
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Brand Love in Sport: Antecedents and Consequences by Sarah Broadbent B.Com (Sport Management/Commercial Law) (Hons) Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy Deakin University October 2012 PUBLICATIONS Research Report Ferkins, L., and Broadbent, S. (2009) Women in sport leadership: the missing dimension, international evidence for change, Deakin University, Burwood, Vic. Conferences Broadbent, S. (2012). The power of love: explaining variations in loyalty from casual to fanatical. 2012 SMAANZ Proceedings: Research with Relevance, Sport Management Association of Australia and New Zealand Conference, Sydney, Australia, Forthcoming. Broadbent, S. and Ferkins, L. (2011). Exploring loyalty and the role of love: a consumer perspective. 2011 SMAANZ Proceedings: Research with Relevance, Sport Management Association of Australia and New Zealand Conference, Melbourne, Australia. Broadbent, S., Bridson, K., Ferkins, L., Rentschler, R. (2011). “Love is all you need”: the manifestation of love of sport. EASM 2011: The 19th Conference of the European Association for Sport Management : Commitment in Sport Management : Book of Abstracts, European Association for Sport Management Conference, Madrid, Spain. Broadbent, S. and Bridson, K. (2010). Brand Love, Brand Image and Loyalty in Australian Elite Sport. 2010 ANZMAC Proceedings: Doing More with Less, Australia and New Zealand Marketing Conference, Christchurch, New Zealand. Broadbent, S., Ferkins, L., Bridson, K., Rentschler, R. (2010). Brand Love and Loyalty in Australian Elite Sport. 2010 SMAANZ Proceedings: Sport in Action, Sport Management Association of Australia and New Zealand Conference, Wellington, New Zealand. Broadbent, S., (2009). An analysis of the relationship between brand image and loyalty in Australian elite sport: a conceptual framework. 2009 SMAANZ i|Page Proceedings: Facilitating sustainable sport management, Sport Management Association of Australia and New Zealand Conference, Gold Coast, Australia. ii | Page ACKNOWLDGEMENTS At the conclusion of this great adventure comes the opportunity to thank those who have been part of the journey of completing this thesis. Starting with my supervisors, my thanks and gratitude goes to Dr Kerrie Bridson, Dr Lesley Ferkins, and Professor Ruth Rentschler for their support throughout my candidature. To Kerrie, who encouraged me to pursue my passion for research and undertake this challenge. Thank you for sharing your knowledge, insight, and enthusiasm for research. Your ability to provide detailed and holistic feedback, endless encouragement, and most importantly provide your honest opinion when I needed to hear it, has helped shape this thesis into something I am proud of. For your continual support, numerous coffees, and countless cakes, I thank you for guiding me through this journey. To Lesley, thank you for your extreme enthusiasm, insight, keen interest in my research, and for providing a refreshing and different perspective. Your editing and feedback from the other side of the world in this last year between camping and kayaking trips has been an enormous source of encouragement. To Ruth, thank you for sharing your experience and knowledge. I am thankful for your unique perspective, invaluable feedback, and unwavering belief in me. I am thankful for the guidance, support, encouragement, and opportunity to work with such a wonderful supervisory team, your time, energy, and individual expertise was greatly appreciated. To the Deakin HDR community, past and present, thank you for your support, discussions, distractions, enthusiasm over results and stats, friendship, inordinate number of coffees, laughter, and for providing a stimulating and fun environment. To Katie, Adam, Geoff, Yolande, Ange, Jon, and Georgina thank you for being a wonderful source of inspiration, distraction, and most importantly friendship. Thank you for your interest in my research and shared excitement over stats, even when not understood. To the network of PhDs met along the way at sport management and marketing conferences and seminars from Australia and around the world, I feel very privileged for the opportunity to be part of this community and for the friendships developed along the way. iii | Page To Jo Minkiewicz, thank you for your words of encouragement and brilliant editing skills in the final stages when I needed an objective pair of eyes. To the academics in the School of Management and Marketing at Deakin University, thank you for words of encouragement and for taking an interest not only in me and my research but also for your interest in all the HDR students within the School. Particularly, thank you to Dr Melissa Parris and Dr Uma Jogulu for providing an opportunity to be involved in such an interesting project beyond my PhD, and for your words of wisdom throughout my time at Deakin. To Dr Andrea Vocino, who ignited my love for statistics. I express my sincere thanks to the administration staff in the School of Management and Marketing for patiently assisting me in many different ways. To my wonderfully supportive parents, Anne and Danny, who encouraged me to embark on this challenge. Thank you for instilling me with a thirst for knowledge and the courage to pursue it. To my mum, who always calls at just the right time and says just the right thing and for reading a final version from cover to cover, thank you so much. Thank you to my amazing friends and family who have been supportive and encouraging during this journey and provided very welcome distractions from the thesis. In particular thank you to Wallis for your friendship, love, and emotional support and for enduring countless hours of me talking about my thesis, to you I attribute my sanity during the last three years. To Emma, thank you for your words of wisdom and insight into what lay ahead of me. To my partner, Timmy, thank you for your patience, unwavering support, love, friendship, encouragement and never feeling neglected. For spending the better part of a recent holiday reading a final version of the thesis in its entirety, your feedback and edits (including smiley faces) were invaluable. Thank you for taking an interest in my research, enduring my excitement when I have an ‘ah ha’ moment and make little sense, for leaving the house on a weekend when I need peace and quiet, and for sharing this journey with me. Finally, I express my sincere thanks and gratitude to all who participated in my research. This research, and what follows, would not be possible without subjects willing to participate and provide open and honest responses. iv | Page ABSTRACT Consumer purchase decisions are emotionally laden, where strong emotional attachment to a brand can result in advocacy and loyalty beyond reason. In a competitive market place where organisations vie for consumer’s share of wallet, brand love is potentially a powerful factor in explaining variations in loyalty. Brand love is an emerging concept in the marketing and consumer behaviour literature, without agreement as to definition or impact. Therefore, this thesis seeks to understand brand love and investigate its impact on loyalty using interpretive and confirmatory analysis. Already, marketing and brand managers attempt to create passionate brands that consumers feel an emotional connection to, through the use of emotive advertising, where sport teams, sport leagues, and athletes generate strong passionate emotions in consumers. In this way, the sport industry is an exemplar context in which to investigate the concept of love. Through a detailed review of the literature on love in the area of psychology and the emotional attachment of consumers derived from the sport management field, this research aims to develop a greater understanding of what it means to love a sport team. Sport teams attract a variety of fan types where the love a consumer has for their team potentially differs among these fan types. As such, understanding how love is manifested in sport consumers and additionally exploring the variations in brand love for each fan type will further assist in refining the definition and conceptualisations of brand love. The primary purpose of this thesis is to explore the construct of brand love; its composition, structure and dimensionality, its potential antecedents and possible relationships with loyalty outcomes. The context for the research was the sport industry, with a focus on one case study organisation, a national sporting league based in Australia. More specifically, the focus was the brand portfolio the sport league represents: the teams. The consumers of the case study organisation represent varying fan types and thus, offer a scope for investigating varying degrees of love. The use of a mixed-method research design can provide a more comprehensive understanding of a research problem as it permits multiple methodologies to investigate the same phenomenon. The multi-level procedure assists in the development and refinement of constructs, where exploratory research v|Page was conducted to understand the manifestation of love in sport consumers. Prior research omitted the important exploratory work needed to understand person-brand relationships. In doing so, previous studies are unable to demonstrate a true understanding of the brand love concept from the consumer perspective. To overcome this, the current thesis explored what love is and is not in the eyes of the consumer by conducting sixteen in-depth interviews and two group interviews with sport consumers. Results