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Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty

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  • Jason P. Doyle
  • Kevin Filo
  • Heath McDonald
  • Daniel C. Funk

Abstract

► The first paper to explore the applicability of the established double jeopardy marketing phenomenon to the sport context. ► High market share team fans possess significantly stronger brand association perceptions and attitudinal loyalty scores than low market share team fans. ► Extends sport literature by offering insights into sport consumer loyalty and the impact of environmental influencers. ► We offer theoretical and practical contributions and direction for future research.Marketers are charged with the responsibility of attracting consumers and encouraging loyalty for their brands. Double jeopardy, a marketing law observed across numerous product and service settings, contends that loyalty is largely influenced by a brand's market share. There have been suggestions that sport may be one of the few areas immune to such effects, providing researchers with an opportunity to test how sport brand loyalty may be impacted by market share. The current research capitalises on this opportunity by assessing the effects of market share on attitudinal loyalty reported by a sample of 794 Australian sport fans. ANOVA tests revealed that fans of high market share brands displayed higher levels of attitudinal loyalty towards their favourite teams in comparison to small market share team fans. Further tests revealed that differences existed in terms of the brand association perceptions held by high and small market share team fans, and how these contributed to predicting attitudinal loyalty. Consequently, sport marketers should be cognisant of double jeopardy effects when evaluating sport brands and formulating marketing strategies, though future research is needed to determine the full applicability of double jeopardy within the sport context.

Suggested Citation

  • Jason P. Doyle & Kevin Filo & Heath McDonald & Daniel C. Funk, 2013. "Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty," Sport Management Review, Taylor & Francis Journals, vol. 16(3), pages 285-297, July.
    • Handle: RePEc:taf:rsmrxx:v:16:y:2013:i:3:p:285-297
    DOI: 10.1016/j.smr.2012.11.001
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    Cited by:

    1. Rubin, Dan & Mohr, Iris & Kumar, V., 2022. "Beyond the box office: A conceptual framework for the drivers of audience engagement," Journal of Business Research, Elsevier, vol. 151(C), pages 473-488.
    2. Kunkel, Thilo & Doyle, Jason P. & Funk, Daniel C., 2014. "Exploring sport brand development strategies to strengthen consumer involvement with the product – The case of the Australian A-League," Sport Management Review, Elsevier, vol. 17(4), pages 470-483.
    3. Biscaia, Rui & Ross, Stephen & Yoshida, Masayuki & Correia, Abel & Rosado, António & Marôco, João, 2016. "Investigating the role of fan club membership on perceptions of team brand equity in football," Sport Management Review, Elsevier, vol. 19(2), pages 157-170.
    4. Jung, Sang-Uk & Zhu, John & Gruca, Thomas S., 2016. "A meta-analysis of correlations between market share and other brand performance metrics in FMCG markets," Journal of Business Research, Elsevier, vol. 69(12), pages 5901-5908.
    5. Baker, Bradley J. & McDonald, Heath & Funk, Daniel C., 2016. "The uniqueness of sport: Testing against marketing's empirical laws," Sport Management Review, Elsevier, vol. 19(4), pages 378-390.

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