TITLE

An Empirical Assessment of Spectator-Based Brand Equity

AUTHOR(S)
Ross, Stephen D.; Russell, Keith C.; Hyejin Bang
PUB. DATE
May 2008
SOURCE
Journal of Sport Management;May2008, Vol. 22 Issue 3, p322
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Few studies in the branding literature have approached brand equity from the sport perspective, and even fewer studies focus on the construct from the consumer viewpoint. The purpose of the current research was to empirically test the spectator-based brand equity (SBBE) model. Using a sample from professional basketball consumers, the results of the study show that the 49-item, 13-construct model has a reasonable fit to the data. The study extends the understanding of sport brand equity from the consumer perspective by presenting empirical support for the model. Several managerial implications are offered as a result of the findings.
ACCESSION #
31968226

 

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