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Spectator-based brand equity in professional soccer
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Orientador(es)
Resumo(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.
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Contexto Educativo
Citação
Sport Marketing Quarterly, 22, 20-32