Biscaia, RuiCorreia, AbelRoss, StephenRosado, António FernandoMaroco, João2013-10-282013-10-282013Sport Marketing Quarterly, 22, 20-321061-6934http://hdl.handle.net/10400.12/2454The 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.engjournal article