Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context
AbstractDespite the recent progress in understanding consumer moderators, much of this work has focused on the satisfaction-behavioral intentions link. There is a lack of research regarding the potential moderating effects of consumer variables on the relationship between the three dimensions of customer equity (value, brand, and relationship equity) and behavioral intentions. Therefore, the purpose of this study is to examine how the effects of value, brand, and relationship equity on consumer behavioral intentions are enhanced by demographic (age and gender) and relational (season-ticket purchase) moderators. Furthermore, this study views brand equity as a psychological moderator and attempts to investigate the moderating effects of brand equity on the relationships between value equity, relationship equity, and behavioral intentions. Data were collected from spectators at a professional soccer event in Japan (n=383). The results indicate that the effect of brand equity on behavioral intentions is positive and significant, while relationship equity has positive effects on both brand equity and behavioral intentions. A series of moderator analyses using the multi-group SEM method revealed that the influences of brand and relationship equity on behavioral intentions are stronger for younger consumers, men, and season-ticket holders than for older consumers, women, and non-season-ticket holders. Moreover, the moderator analyses verified that the effect of value equity on behavioral intentions was positive and significant only for those spectators belonging to the low brand equity categorization. The research findings, contributions, and directions for future research are discussed.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Elsevier in its journal Sport Management Review.
Volume (Year): 15 (2012)
Issue (Month): 4 ()
Contact details of provider:
Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Yoshida, Masayuki & James, Jeffrey D., 2011. "Service quality at sporting events: Is aesthetic quality a missing dimension?," Sport Management Review, Elsevier, vol. 14(1), pages 13-24, February.
- Funk, Daniel C. & James, Jeff, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Elsevier, vol. 4(2), pages 119-150, November.
- Powell, Melanie & Ansic, David, 1997. "Gender differences in risk behaviour in financial decision-making: An experimental analysis," Journal of Economic Psychology, Elsevier, vol. 18(6), pages 605-628, November.
- Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, University of Chicago Press, vol. 20(4), pages 644-56, March.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.