Browsing by Author "Ross, Stephen"
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- Investigating the role of fan club membership on perceptions of team brand equity in footballPublication . Biscaia, Rui; Ross, Stephen; Yoshida, Masayuki; Correia, Abel; Rosado, António Fernando; Maroco, JoãoResearchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and nonmembers, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions.
- Spectator-based brand equity in professional soccerPublication . Biscaia, Rui; Correia, Abel; Ross, Stephen; Rosado, António Fernando; Maroco, JoãoThe 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.
- Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentionsPublication . Biscaia, Rui; Correia, Abel; Rosado, António Fernando; Ross, Stephen; Maroco, JoãoSponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand the reactions to abstract sponsors. This study examines the relationships between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Data were collected among fans of a professional soccer team, and the results of a structural equation model provide evidence that attitudinal loyalty impacts the attitude toward both sponsors and purchase intentions. Behavioral loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. Sponsorship awareness influences significantly the attitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions. These findings highlight the importance of examining actual sponsors and suggest managerial implications, such as the need for sponsors to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.
- The effects of emotions on football spectators’ satisfaction and behavioural intentionsPublication . Biscaia, Rui; Correia, Abel; Rosado, António Fernando; Maroco, João; Ross, StephenThe goal of this study was to examine the relationship between spectators’ emotions, satisfaction, and behavioural intentions at football games. A survey was conducted among spectators of the top Portuguese professional football league during eight games (n 466). The sport emotion questionnaire was used to assess spectators’ emotions and the results gathered from a structural equation model suggest that analysis of specific emotions is crucial to understand spectators’ responses. Findings provide evidence that only the emotion of joy has a positive direct effect on satisfaction, as well as an indirect effect on behavioural intentions, via satisfaction. In turn, dejection has a negative direct effect on behavioural intentions, while satisfaction positively influences behavioural intentions. These results suggest managerial implications, such as the need to improve stadium atmosphere and social facilitation in order to provide an enjoyable overall experience to the spectators, and contribute to overall spectator satisfaction and positive behavioural intentions.