Identifying Links between Cognitive and Emotional Brand Associations in Professional Baseball Teams and Testing Its Impact on Fanship

Lee, Seung Hwan; Jun, Sunyoung

doi:10.31308/kssm.24.1.4

KSSM

2019

DOI: 10.31308/kssm.24.1.4

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Identifying Links between Cognitive and Emotional Brand Associations in Professional Baseball Teams and Testing Its Impact on Fanship

Seung Hwan Lee¹,

Sunyoung Jun²

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2022

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Development of the Brand Authenticity Scale for Professional Sport Teams

Lee¹

2022

Korean J Sport Sci

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PURPOSE This study aimed to identify the underlying dimensions of brand (professional sport team) authenticity and to develop a valid, reliable scale to measure these dimensions.METHODS A pool of 67 potential items was drawn through a literature review, content analysis, qualitative research (n=43), and an expert evaluation. The identified items were subjected to exploratory factor analysis (n=248) and confirmatory factor analysis (n=285). In addition, multiple regressions were conducted to examine the criterion validity of the scale.RESULTS The results showed that the brand authenticity scale for professional sport teams consists of 42 items representing 8 dimensions: continuity, originality, quality commitment, heritage, symbolism, credibility, stakeholder-related integrity, and consumer-related integrity. The study has proven evidences of internal consistency and convergent, discriminant, and criterion validity of the scale.CONCLUSIONS The findings suggest that the scale developed in this study offers a vital foundation to understand the structure of brand authenticity in the context of sport fans and its impact on sport consumer behavior.

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Development of the Brand Authenticity Scale for Professional Sport Teams

Lee¹

2022

Korean J Sport Sci

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Identifying Links between Cognitive and Emotional Brand Associations in Professional Baseball Teams and Testing Its Impact on Fanship

Cited by 1 publication

References 0 publications

Development of the Brand Authenticity Scale for Professional Sport Teams

Development of the Brand Authenticity Scale for Professional Sport Teams

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