Advisor(s)
Abstract(s)
The 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.
Description
Keywords
Citation
Sport Marketing Quarterly, 22, 20-32
Publisher
Fitness Information Technology