Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League

Thomas, Robert James 2015. Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League. Journal of Product and Brand Management 24 (3) , pp. 229-251. 10.1108/JPBM-07-2014-0657

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Abstract

The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League.

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Business (Including Economics)
ISSN:	1061-0421
Last Modified:	10 Aug 2022 17:00
URI:	https://orca.cardiff.ac.uk/id/eprint/150395

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