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Rebranding: The Effect Of Team Name Changes On Club Revenue, Nola Agha, Michael M. Goldman, Jess C. Dixon
Rebranding: The Effect Of Team Name Changes On Club Revenue, Nola Agha, Michael M. Goldman, Jess C. Dixon
Sport Management
Research question: The purpose of this study is to explore the financial effect of four types of team name changes, three of which have not been previously studied. We do so in the context of development leagues where rebranding occurs with considerable frequency, thus affecting a great number of sport managers.
Research methods: The effect of rebranding on club revenue was derived by combining the results of two analyses. The first used an economic demand equation to examine the attendance variations of 475 Minor League Baseball teams in 244 cities in the United States and Canada between 1980 …