EFFECT OF THE LEAGUE ON CONSUMERS OF TEAMS 1 Running Head: MEDIATING ROLE OF THE LEAGUE ON CONSUMERS OF TEAMS Title The effect of the league brand on the relationship between the team brand and behavioral intentions – A formative approach examining brand associations and brand relationships Thilo Kunkel & Daniel C. Funk Temple University Daniel Lock Bournemouth University Thilo Kunkel Temple University, Sport and Recreation Management Speakman Hall 315, 1810 N 13th St Philadelphia, PA, 19122, USA Email:
[email protected] Phone: +1 215 204 0307 Daniel C. Funk Temple University, Sport and Recreation Management 300 Speakman Hall 1810 N 13th St Philadelphia, PA, USA 19122 Daniel Lock Bournemouth University, Sport and Physical Activity Dorset House Talbot Campus Fern Barrow Bournemouth, UK BH125BB EFFECT OF THE LEAGUE ON CONSUMERS OF TEAMS 2 Abstract Understanding the role of the league brand on consumers’ support for individual teams is important for the successful management and marketing of both leagues and teams. In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related behavior. Data from an online survey of professional soccer league consumers (N = 414) were analyzed using structural equation modelling with bootstrapping procedures. The relationship between the team brand and team-related behavior was partially mediated by the league brand. Findings of this research contribute new knowledge by empirically demonstrating that characteristics of the league brand have an influence on team-related behavioral intentions. Furthermore, we contribute a different analytical approach for brand association research using formative indicators to measure team and league brand associations.