Tackling International Markets: Bicultural Brand Positioning of Sport Leagues in Foreign Countries

As sport league brands have increasingly extended their marketing activities into foreign countries, international brand positioning has become a relevant research topic. In this research, we introduce and examine the concept of bicultural brand positioning, an approach that combines a sport league’s connection to its home country with target-country associations. We integrate bicultural identity theory with the literature on brand benefits to propose two types of bicultural brand positioning: functional versus symbolic. Three experiments, using the National Football League and German satellite fans as the empirical context, provide evidence that bicultural brand positioning incorporating functional (vs. symbolic) benefits for the satellite fans increases bicultural brand image integration, defined as the perceived compatibility of combining the two country cultures, and has positive indirect effects on intentions to use the brand and positive word of mouth. These effects are driven by increased perceptions of cultural authenticity of the brand and brand convenience.