Abstract
This study provides a conceptual framework linking brand loyalty and brand associations in professional team sports. The study is primarily inspired from Gladden and Funk where they examined the link between brand associations and loyalty in professional sports in USA, without distinguishing between sports and clubs. Based on Aaker's general conceptualisation of brand equity and Keller's model on consumer-based brand equity, an integrative conceptual framework is developed for identifying various dimensions of brand associations that are predictive of brand loyalty in professional sports.
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