Spectator-based brand equity in professional soccer

Rui Biscaia, Abel Correia, Stephen Ross, António Rosado, João Marôco

Research output: Contribution to journalArticle

Abstract

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.
Original languageEnglish
Pages (from-to)20-32
Number of pages12
JournalSport Marketing Quarterly
Volume22
Issue number1
Publication statusPublished - 2013

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    Biscaia, R., Correia, A., Ross, S., Rosado, A., & Marôco, J. (2013). Spectator-based brand equity in professional soccer. Sport Marketing Quarterly, 22(1), 20-32.