This study explored stakeholders’ perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners’ credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided.

中文翻译：

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重新进入同一市场的专业运动队品牌：利益相关者的观点

本研究探讨了利益相关者在建立职业体育特许经营品牌方面的观点，该品牌在同一个体育联盟中的两个先前特许经营权折叠后第三次重新进入同一市场。为了达到研究的目的，我们采用了一种定性方法，对重新进入特许经营权的 20 名利益相关者进行了半结构化访谈。调查结果揭示了五个前因：游戏扩展、所有者可信度、社区外展、交叉促销以及与知名品牌保持一致。提供了理论贡献、实践建议和未来研究方向。