Investigating the role of fan club membership on perceptions of team brand equity in football |
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| Institution: | 1. Centro Interdisciplinar de Estudo da Performance Humana (CIPER), Faculdade de Motricidade Humana, Universidade de Lisboa, Estrada da Costa, 1495-688 Cruz Quebrada, Portugal;2. School of Kinesiology, Sport Management, University of Minnesota, 218 Cooke Hall, 1900 University Avenue SE, Minneapolis, MN 55455, USA;3. Biwako Seikei Sport College, 1204 Kitahira, Otsu, Shiga 520-0503, Japan;4. Faculdade de Motricidade Humana, Universidade de Lisboa, Estrada da Costa, 1495-688 Cruz Quebrada, Portugal;5. ISPA – Instituto Universitário, Rua Jardim do Tabaco, 34, 1149-041 Lisboa, Portugal;1. University of Rostock, Department of Service Management, Ulmenstraße 69, 18057 Rostock, Germany;2. German Sport University Cologne, Institute of Sport Economics and Sport Management, Am Sportpark Müngersdorf 6, 50933 Köln, Germany;1. School of Business Administration, Peres Academic Center, 10 Shimon Peres Street, Rehovot 7610202, Israel;2. School of Behavioral Sciences, Peres Academic Center, 10 Shimon Peres Street, Rehovot 7610202 Israel, Department of Management, Ben-Gurion University of the Negev, Beer-Sheva, Israel;3. USP Management Ltd., Haveradim Street, Natanya 4265118, Israel;1. University of Stirling, Faculty of Health Sciences and Sport, Pathfoot Building, FK9 4LA, Stirling, Scotland, United Kingdom;2. Manchester Metropolitan University, Department of Economics, Policy and International Business, All Saints Building, All Saints, M15 6BH, Manchester, England, United Kingdom;1. University of Massachusetts Amherst, United States;2. Miami University, United States;3. University of South Carolina, United States |
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| Abstract: | Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and non-members, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions. |
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| Keywords: | Football Professional sport teams Fan club membership Brand equity |
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