Brand extensions are increasingly implemented by sport organizations to create additional revenue streams and enhance brand strength. Although brand extensions have been a topic of extensive study in mainstream marketing (e.g., Aaker & Keller, 1990; Broniarczyk & Alba, 1994; Keller, 1998; Rangaswamy, Burke, & Oliva, 1993; Reddy, Holak, & Bhat, 1994), limited efforts to examine this practice in the sport setting have been undertaken (Chadwick & Clowes, 1998). Given the increasing prevalence of this marketing strategy for sport organizations, this study explores the...Read more
