The purpose of this study was to compare the Pacific League baseball teams in terms of the brand associations that consumers have with team attributes, benefits, and attitudes. This paper assessed the brand attributes using qualitative data with free associations, and benefits and attitudes using quantitative data. An internet survey of local residents living in each of the six teams' hometowns was conducted. A total of 1,967 free associations were obtained from 915 valid samples, and then categorized into 15 groups. Consumer benefits consisted of “Symbolic benefits” and “Experiential benefits.” Consumer attitudes were assessed by “Like and Dislike.” The One-Way Analysis of Variance (ANOVA) showed that the “Symbolic benefits” (F (5, 909) = 20.15, p <.001), “Experiential benefits” (F (5, 909) = 9.12, p <.001), and “Attitudes” (F (5, 909) = 7.09, p <.001) were significantly different across teams. The comparison of associations among teams is discussed.
2017 Japanese Association for Sport Management