An Empirical Assessment of Spectator-Based Brand Equity

Ross, Stephen; Russell, Keith; Bang, Hyejin

doi:10.1123/jsm.22.3.322

Cited by 91 publications

(110 citation statements)

References 26 publications

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“…In order for individuals to hold favorable thoughts regarding a brand, they must first be aware of the brand. Therefore, numerous authors have hypothesized that brand awareness influences brand associations (Aaker, 1996;Gladden, et al, 2001;Keller, 1993;Ross, 2006;Ross et al, 2008). Consumers who have a high level of familiarity with a brand have more depth and breadth of thoughts about the brand and are more likely to have a positive disposition toward the brand (Campbell & Keller, 2003).…”

Section: Figure 3 Hypothesized Causal Modelmentioning

confidence: 99%

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

Gordon¹,

James²

2017

IJBA

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The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer"s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a consumer-based brand equity model based on Keller"s (2003a) brand equity pyramid that explains how consumer perceptions influence brand resonance. Data were collected from a general consumer sample (n = 787) in a mid-sized southeastern community in order to validate the consumer-based brand equity model. The results from an examination of the structural model confirmed a significant relationship between brand awareness and brand associations as posited by previous research. Brand associations were found to have a significant impact on a consumer"s cognitive evaluation (brand superiority) and affective response (brand affect) to a focal brand in the service realm. Further, this study highlighted the important role that emotions play in the process of building strong brand equity. Cumulatively, these findings revealed that two attitudinal constructs (brand superiority and brand affect) played a differential role in the brand association-brand resonance relationship in the services context.

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Section: Figure 3 Hypothesized Causal Modelmentioning

confidence: 99%

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

Gordon¹,

James²

2017

IJBA

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“…Building on these insights, Kunkel, Doyle, Funk, Du, and McDonald (2016) (Doyle, Kunkel, & Funk, 2013b;Funk & James, 2006), merchandise purchase (Kwon & Kwak, 2014), and media consumption (Doyle et al, 2013b). Researchers, however, have typically focused on the influence of brand associations on loyalty (Bauer et al, 2008;Doyle et al, 2013a;Funk & James, 2006;Gladden & Funk, 2001;Ross et al, 2008). Biscaia et al (2013) did test the influence of brand associations on behavioral intentions; however, they operationalized intentions with 7-point Likert scale items and called for future research to test the reliability of the findings.…”

Section: Literature Reviewmentioning

confidence: 99%

The Effect of League Brand on the Relationship Between the Team Brand and Behavioral Intentions: A Formative Approach Examining Brand Associations and Brand Relationships

Kunkel

Funk

Lock

2017

Journal of Sport Management

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Understanding the role of the league brand on consumers’ support for individual teams is important for the successful management and marketing of both leagues and teams. In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related behavior. Data from an online survey of professional soccer league consumers (N = 414) were analyzed using structural equation modeling with bootstrapping procedures. The relationship between the team brand and team-related behavior was partially mediated by the league brand. Findings of this research contribute new knowledge by empirically demonstrating that characteristics of the league brand have an influence on team-related behavioral intentions. Furthermore, we contribute a different analytical approach for brand association research using formative indicators to measure team and league brand associations. In the managerial implications, we outline how league managers can support individual teams and how team managers can leverage off the league brand to attract consumers.

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“…In the case of the management factor, some researchers have arrived at the conclusion that good and strong managers with desirable capability and ability have a significant and positive effect on brand equity of professional football clubs (12,15). Additionally, in line with the success factor of the team, it has been observed that team success is an effective factor for brand equity of basketball and football clubs (12,16).…”

Section: Figure 1 Structural Model Values Of T and Factor Weight Ofmentioning

confidence: 99%

“…Plus, research results show that head coach has effect on brand equity of football teams in the US Universal Football League (12,17,18). In line with the stadium factor, dissertations have introduced the role of good, modern, and equipped stadia in brand equity of professional football and basketball clubs (12,15,16). Also, in line with the factor of sponsors, they have found that sponsoring is one of the effective factors on brand equity of professional football clubs (19,20).…”

Section: Figure 1 Structural Model Values Of T and Factor Weight Ofmentioning

confidence: 99%

“…In line with the factor of fan loyalty, some dissertations found out that customers have an impact on increasing the value of brand equity of service organizations (24,25). With reference to the logo factor, some papers have found out that good and attractive logos and brands have a significantly positive impact on brand equity of professional football and basketball clubs (12,16) …”

Section: Figure 1 Structural Model Values Of T and Factor Weight Ofmentioning

confidence: 99%

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Prioritizing the Factors Affecting Brand Equity of Popular Football Clubs in Iran

Sajjadi

Tarighi

Abedlati

2017

Ann. Appl. Sport Sci

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Background. Today, Building strong brands, Because of the extraordinary advantages that it creates, have been the marketing priorities of many organizations. Strong brands for a company, Creates an identity in the market. Objectives. This study aimed at Prioritizing factors affecting brand equity of popular football clubs in Iran. Methods. The design of the study was descriptive with practical goals. The participants of the study included two groups; the first group consisted of marketing and sport experts and sport managers. The participants in the second group were the fans of the mentioned clubs. There were 163 and 384 participants in the first and second group, respectively who were randomly selected through Morgan table. The instrument used to gather data was a likert questionnaire including 59 questions. This questionnaire was validity-checked by the study professors, and its reliability was measured 0.95 by cronbach alpha statistical test. Descriptive data analysis was done for population description and their responses. Partial least squares test was also performed for analytic analysis. SPSS 18 was the software for data analysis. Results. The results of the study showed that from the managers and experts' and fans perspective, the factors affecting the brand equity of Perspolis and Esteghlal football clubs In order of priority were the team's history, management, team's success, head coach, stadium, sponsors, team's stars, media, fans loyalty and logo. Conclusion. According to the results, It seems that managers of Popular clubs like Esteghlal and Persepolis, to promote their club brand equity should have the necessary attention to factors such as team's history, management, team's success, head coach, stadium, sponsors, team's stars, media, fans loyalty and logo.

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An Empirical Assessment of Spectator-Based Brand Equity

Cited by 91 publications

References 26 publications

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting

The Effect of League Brand on the Relationship Between the Team Brand and Behavioral Intentions: A Formative Approach Examining Brand Associations and Brand Relationships

Prioritizing the Factors Affecting Brand Equity of Popular Football Clubs in Iran

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