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Optimizing the online channel in professional sport to create trusting and loyal consumers: The role of the professional sports team brand and service quality

Citation

Carlson, J and O'Cass, A, Optimizing the online channel in professional sport to create trusting and loyal consumers: The role of the professional sports team brand and service quality, Journal of Sport Management, 26, (6) pp. 463-478. ISSN 1543-270X (2012) [Refereed Article]


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Copyright Statement

Copyright 2012 Human Kinetics, Inc.

Official URL: http://journals.humankinetics.com/jsm-back-issues/...

DOI: doi:10.1123/jsm.26.6.463

Abstract

How professional team-based sport organizations can optimize their e-service platform and manage their brand in an increasingly multichannel marketing environment is a critical issue. This study examines how sports consumersí (i.e., fansí) perceptions of e-service quality, brand strength, and image congruency between the sport brandsí offline image and online image affects the development of consumersí trust in the teamís website. In addition, the study explores the role of team website trust in developing team website loyalty, as well the role of loyalty in actual purchase frequency from the teamsí website. Data were collected via an online survey of sports consumers of e-services delivered by professional sport teams. The results indicate that sport team brand strength, followed by teams website e-service quality and brand image congruency between the teams online and offline activity are significant determinants of trust in the teamsí website, with online trust strongly influencing website loyalty intentions.

Item Details

Item Type:Refereed Article
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Theory
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:O'Cass, A (Professor Aron O'Cass)
ID Code:81565
Year Published:2012
Web of Science® Times Cited:17
Deposited By:Management
Deposited On:2012-12-14
Last Modified:2017-12-14
Downloads:10 View Download Statistics

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