The effect of destination advertising and sport event media (advertising and telecast) were compared experimentally on nine dimensions of destination image and on intention to visit the host destination. Participants' images of Australia's Gold Coast were collected in the United States (long-haul market) and New Zealand (short-haul market) following exposure to one of eight media conditions. The event telecast, event advertising, and destination advertising each affected different dimensions of destination image. There was a wider array of effects in the American market than in the New Zealand market. Some effects of each form of media were negative, with event media having a negative impact on participants' image of the destination's natural environment. Destination image was significantly related to intention to visit the host destination, but the dimensions that affected intention to visit were different for the two countries. Among the New Zealand sample, the dimensions of destination image affected by event media and the destination advertisement were not those impacting intention to visit.

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Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N= 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and codominant. Findings of CFA, MANOVA, paired-samplettests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a codominant relationship with one another. Results revealed the brand architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their brand relationship and increase consumer loyalty with both brands.

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