Open Access
Customer-Based Brand Equity in the Team Sport Industry : Operationalization and Impact on the Economic Success
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TLDR
In this article, the importance of brand equity in the professional German soccer league Bundesliga has been examined using online sampling with a total database of 1,594 usable questionnaires for analysis.Abstract:
Purpose - The paper aims to refine existing customer-based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer league Bundesliga. Design/methodology/approach - After assessing brand equity on the basis of actual consumer responses, we relate the brand equity measure on an aggregate level to objective means of economic success. Online sampling with a total database of 1,594 usable questionnaires is utilized for analysis. Exploratory and confirmatory factor analyses (including multi-group analysis) as well as structural equation modeling and regression analysis are applied. Findings - Results highlight the adequacy of a parsimonious brand equity model in team sport (BETS) model and the importance of the brand in team sport for economic success. Research limitations/implications - The main limitations of this research are sample constraints; test persons are highly involved in and knowledgeable about the product category under research. Future research should address a more diverse population. Practical implications - Teams and their management have to realize the relevance of their brand in economic success. They have to recognize the significance of the stadium visit and the individual spectators in the stadium. Originality/value - First, a parsimonious BETS model is presented. Second, it was found that special attention should be devoted to the brand equity-component "brand awareness" when researching brand equity. Third, this is one of the few studies that uses actual economic data to show the impact of brand equity based on direct consumer responses on company success.read more
Citations
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Journal ArticleDOI
A Bibliometric Study of Citations to Sport Management and Marketing Journals
TL;DR: In this article, the influence of seven sport management and marketing journals on sport-related research published in 20 top-tier generic management/marketing journals was examined and found that sport marketing was the most cited sport management journal.
Journal ArticleDOI
The Determinants of the Sports Team Sponsor's Brand Equity: A Cross-Country Comparison in Asia
TL;DR: In this article, the determinants of a sports team sponsor's brand equity and whether the proposed structural relationships vary across countries were investigated, using field data collected from the United States.
Dissertation
Developing and validating a brand personality trait scale for South African professional sport teams
Journal ArticleDOI
Revisiting the Role of Football Spectators’ Behavioral Intentions and its Antecedents
TL;DR: In this article, a review of consumption-related aspects that have been associated with football spectators' behavioral intentions, such as emotions experienced during the games, service quality, team brand associations and satisfaction, are highlighted and managerial implications are suggested in order to aid football clubs at providing good overall consumption experiences to their spectators, and thus contributing to increase attendance levels.
Journal ArticleDOI
Content and Feedback Analysis of YouTube Videos: Football Clubs and Fans as Brand Communities
TL;DR: The use of Web 2.0 tools has been transforming the interaction between companies and their clients, especially for those that are selling emotional products as discussed by the authors, and consumers are generating and sharing co...
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