Examining the antecedents of sport team brand equity: A dual-identification perspective
作者： Michael Chih-Hung Wang , Ya-Yun Tang
DOI: 10.1016/J.SMR.2017.07.010
关键词:
摘要: Abstract Although the practice of building brand equity in context professional sport teams is popular, formation team marketing literature still relatively unknown and incompletely understood. In this study, authors propose a dual-identification model to examine an Asia-based setting. Baseball fans ( N = 548) Chinese Professional League (CPBL) Taiwan participated self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient history, fan rituals) brand-identified-related factors self-congruity prestige) were significantly related identification with brand, respectively. turn, both significant predictors equity. These findings highlight importance studying order understand how forms suggest implications for managers.
sci-hub.se 参考文章(62)
James G. Helgeson, Magne Supphellen, A conceptual and measurement comparison of self-congruity and brand personality; the impact of socially desirable responding International Journal of Market Research. ,vol. 46, pp. 205- 233 ,(2004) , 10.1177/147078530404600201
Larry Neale, The fan ritual scale and sports attendance Proceedings of the 7th Annual Conference of the Sport Marketing Association. ,(2009)
Nyla R. Branscombe, Daniel L. Wann, Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology. ,vol. 24, pp. 1- 17 ,(1993)
João Maroco, Rui Biscaia, Abel Correia, António Fernando Rosado, Stephen Ross, Spectator-based brand equity in professional soccer Sport marketing quarterly. ,vol. 22, pp. 20- 32 ,(2013)
David A. Aaker, Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity ,(2004)
Elif Karaosmanoğlu, Ayşe Banu Elmadağ Baş, Jingyun (Kay) Zhang, The role of other customer effect in corporate marketing European Journal of Marketing. ,vol. 45, pp. 1416- 1445 ,(2011) , 10.1108/03090561111151835
Marko Sarstedt, Joseph F. Hair, Christian M. Ringle, G. Tomas M. Hult, A primer on partial least squares structural equation modeling (PLS-SEM) Published in <b>2016</b> in Los Angeles by SAGE. ,(2014)
Hans H. Bauer, Nicola E. Sauer, Philipp Schmitt, Customer‐based brand equity in the team sport industry European Journal of Marketing. ,vol. 39, pp. 496- 513 ,(2005) , 10.1108/03090560510590683
Stephen D. Ross, A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management. ,vol. 20, pp. 22- 38 ,(2006) , 10.1123/JSM.20.1.22
Henri Tajfel, John C. Turner, The social identity theory of intergroup behavior Psychology of Intergroup relations. pp. 276- 293 ,(2004) , 10.4324/9780203505984-16