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Spectator-Based Brand Equity in Professional Soccer

Rui Biscaia · Abel Correia · Stephen Ross · Antonio Fernando Boleto Rosado · João Paulo Marôco

84 citations0/0 files storedSport Marketing Quarterly

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sports, Gender, and Society

Abstract

The purpose of this study was to assess brand equity in professional soccer teams. Through a preliminary analysis and further adaptation of the Spectator-Based Brand Equity (SBBE) scale, a refined model was tested among soccer fans. Results gathered from a confirmatory factor analysis indicated an acceptable fit of the model to the data and confirmed the relationship between Internalization, a single first-order construct, and Brand Associations, a second-order construct with ten dimensions. Review of the psychometric properties indicated all constructs had good internal consistency, convergent validity, and discriminant validity. A multi-group analysis showed the cross validity of the model, and a structural equation model revealed its predictive validity, indicating the proposed model as a valid tool for assessing brand equity in professional soccer teams. Managerial implications of these results are discussed, and some guidelines are suggested for future research.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Structural Equations with Latent Variables 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1975A QUANTITATIVE APPROACH TO CONTENT VALIDITY1 2002Building Brand Community 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer 1995PRELIMINARY VALIDATION OF THE SPORT FAN MOTIVATION SCALE 2002Developing an Understanding of Brand Associations in Team Sport: Empirical Evidence from Consumers of Professional Sport

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