Spectator-based brand equity in professional soccer

Biscaia, Rui; Correia, Abel; Ross, Stephen; Rosado, António Fernando; Maroco, João

http://hdl.handle.net/10400.12/2454

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Authors

Biscaia, Rui

Correia, Abel

Ross, Stephen

Rosado, António Fernando

Maroco, João

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.