Thomas 2014 [65] | The results of the study show that if there is a lack of fit between the sponsor and the sponsored event, consumers | Focus group (198 sport fans) | Functional Symbolic | Transform: the functional value does not form if the symbolic value is not there. | Brand Customer Firm | 2, 6 |
Tsiotsou 2012 [101] | Aaker’s brand personality to fit sport: scale does not fit sport team personality, scale consists of five dimensions: competitiveness, prestige, morality, authenticity, and credibility, which can be used for branding purposes. | Survey (301 random consumers) | Emotional Functional Symbolic | Transform: a fan’s emotional attachment to the team’s brand leads to increased team loyalty | Sports product Firm Society | 2, 6 |
Tsiotsou 2013 [102] | A hierarchy of effects, approach, cognition-affect-conation, can explain how strong consumer-team relationships can be developed. Sports team managers should use the brand relationship and team measures and develop initiatives that ensure that consumers find self-expressive value in the team. | Survey (287 random consumers) | Functional Symbolic | Transform: positive affection and cognition towards team’s brand leads to increased customer loyalty. | Firm Customer | 2, 6 |
Uhrich et al. 2014 [16] | The study suggests that adding CSR to sponsorship leverages sponsorship for moderately low congruity brands to the sponsored events. | Survey (437 university students) | Emotional Functional Economic | Transform: from emotional and symbolic value to economic value. | Sponsorship | 1, 3 |
Woratschek et al. 2014 [17] | Presents a sport-value framework which provides 10 foundational premises on value co-creation in sports management. | Critical review of literature | Functional | Platform: presents sport value framework. |
| 4 |
Walters and Tacon 2010 [15] | The study demonstrates how CSR can be implemented within sports organisations. | Interviews (26 representatives of sports organisations) | Functional | Platform: sport offers a context for conducting CSR activities | Sports product Society | 1, 3 |