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Original Article

If you build it, will they come?: A case study of digital spaces and brand in the National Basketball Association

, , , &
Pages 518-537 | Received 28 Mar 2011, Accepted 15 Mar 2012, Published online: 20 Apr 2012

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  • S.BridgesK.Lane KellerS.SoodCommunication strategies for brand extensions: Enhancing perceived fit by establishing explanatory linksJournal of Advertising1942000111
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  • J.LeeK.MilochP.KraftL.TatumBuilding the brand: A case study of Troy UniversitySport Marketing Quarterly1732008178182
  • M.MaffesoliThe time of the tribes1996SageThousand Oaks, CA
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  • Mason, B. (1999). Issues in virtual ethnography. In K. Buckner (Ed.) Ethnographic studies in real and virtual environments: Inhabited information spaces and connected communities (pp. 61–69). Proceedings of Esprit i3 Workshop on Ethnographic Studies. Edinburgh, Scotland: Queen Margaret College.
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  • H.RheingoldVirtual reality1991Summit BooksNew York
  • H.RheingoldThe virtual community: Homesteading on the electronic frontier1993Addison-WesleyReading, MA
  • M.ShankSports marketing: A strategic perspective3rd ed.2005PearsonUpper Saddle River, New Jersey
  • L.SafkoThe social media bible: Tactics, tools, and strategies for business success2010John Wiley & Sons, Inc.Hoboken, NJ
  • J.SantomeirNew media, branding and global sports sponsorshipInternational Journal of Sports Marketing & SponsorshipOctober20081528
  • S.ToddD.AndrewS.SowietaA personnel management case study in a Canadian national sport organizationSport Management Review12120094956

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