Article2008

An Empirical Assessment of Spectator-Based Brand Equity

Stephen Ross · Keith C. Russell · Hyejin Bang

117 citations0/0 files storedJournal of Sport Management

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

Abstract

Few studies in the branding literature have approached brand equity from the sport perspective, and even fewer studies focus on the construct from the consumer viewpoint. The purpose of the current research was to empirically test the spectator-based brand equity (SBBE) model. Using a sample from professional basketball consumers, the results of the study show that the 49-item, 13-construct model has a reasonable fit to the data. The study extends the understanding of sport brand equity from the consumer perspective by presenting empirical support for the model. Several managerial implications are offered as a result of the findings.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1995Building Strong Brands 1987Dimensions of Consumer Expertise 1991Managing Brand Equity 1970Marketing Research 1990Consumer Evaluations of Brand Extensions 1985Problems and Strategies in Services Marketing

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