IDEAS home Printed from https://ideas.repec.org/a/eee/spomar/v19y2016i2p157-170.html
   My bibliography  Save this article

Investigating the role of fan club membership on perceptions of team brand equity in football

Author

Listed:
  • Biscaia, Rui
  • Ross, Stephen
  • Yoshida, Masayuki
  • Correia, Abel
  • Rosado, António
  • Marôco, João

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.

Suggested Citation

  • Biscaia, Rui & Ross, Stephen & Yoshida, Masayuki & Correia, Abel & Rosado, António & Marôco, João, 2016. "Investigating the role of fan club membership on perceptions of team brand equity in football," Sport Management Review, Elsevier, vol. 19(2), pages 157-170.
    • Handle: RePEc:eee:spomar:v:19:y:2016:i:2:p:157-170
    DOI: 10.1016/j.smr.2015.02.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441352315000224
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.smr.2015.02.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Heath McDonald & Adam J. Karg & Andrea Vocino, 2013. "Measuring season ticket holder satisfaction: Rationale, scale development and longitudinal validation," Sport Management Review, Taylor & Francis Journals, vol. 16(1), pages 41-53, January.
    2. Jason P. Doyle & Kevin Filo & Heath McDonald & Daniel C. Funk, 2013. "Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty," Sport Management Review, Taylor & Francis Journals, vol. 16(3), pages 285-297, July.
    3. Jun Woo Kim & Jeffrey D. James & Yu Kyoum Kim, 2013. "A model of the relationship among sport consumer motives, spectator commitment, and behavioral intentions," Sport Management Review, Taylor & Francis Journals, vol. 16(2), pages 173-185, April.
    4. McDonald, Heath & Karg, Adam J. & Vocino, Andrea, 2013. "Measuring season ticket holder satisfaction: Rationale, scale development and longitudinal validation," Sport Management Review, Elsevier, vol. 16(1), pages 41-53.
    5. Masayuki Yoshida & Brian Gordon, 2012. "Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context," Sport Management Review, Taylor & Francis Journals, vol. 15(4), pages 389-403, October.
    6. A. Ferrand & L. Robinson & Pierre Valette-Florence, 2010. "The Intention-to-repurchase Paradox: A case of the Health and Fitness Industry," Post-Print halshs-00325142, HAL.
    7. Catherine Cole & Gilles Laurent & Aimee Drolet & Jane Ebert & Angela Gutchess & Raphaëlle Lambert-Pandraud & Etienne Mullet & Michael Norton & Ellen Peters, 2008. "Decision making and brand choice by older consumers," Marketing Letters, Springer, vol. 19(3), pages 355-365, December.
    8. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    9. Theodorakis, Nicholas D. & Alexandris, Kostas & Tsigilis, Nikolaos & Karvounis, Serafim, 2013. "Predicting spectators’ behavioural intentions in professional football: The role of satisfaction and service quality," Sport Management Review, Elsevier, vol. 16(1), pages 85-96.
    10. Kim, Jun Woo & James, Jeffrey D. & Kim, Yu Kyoum, 2013. "A model of the relationship among sport consumer motives, spectator commitment, and behavioral intentions," Sport Management Review, Elsevier, vol. 16(2), pages 173-185.
    11. Yoshida, Masayuki & Gordon, Brian, 2012. "Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context," Sport Management Review, Elsevier, vol. 15(4), pages 389-403.
    12. Nicholas D. Theodorakis & Kostas Alexandris & Nikolaos Tsigilis & Serafim Karvounis, 2013. "Predicting spectators’ behavioural intentions in professional football: The role of satisfaction and service quality," Sport Management Review, Taylor & Francis Journals, vol. 16(1), pages 85-96, January.
    13. Gilles Laurent & Catherine Cole & Aimee Drolet & Jane Ebert & Angela Gutchess & Raphaelle Lambert-Pandraud & Etienne Mullet & Michael I. Norton & Ellen Peters, 2008. "Decision making and brand choice by older consumers," Post-Print hal-00458428, HAL.
    14. Park, C. Whan & Eisingerich, Andreas B. & Pol, Gratiana & Park, Jason Whan, 2013. "The role of brand logos in firm performance," Journal of Business Research, Elsevier, vol. 66(2), pages 180-187.
    15. Reynolds, Thomas J. & Phillips, Carol B., 2005. "In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 171-186, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dominik Schreyer, 2019. "Football spectator no-show behaviour in the German Bundesliga," Applied Economics, Taylor & Francis Journals, vol. 51(45), pages 4882-4901, September.
    2. Funk, Daniel C., 2017. "Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research," Sport Management Review, Elsevier, vol. 20(2), pages 145-158.
    3. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    4. Ricardo Roseira Cayolla & Joana A. Quintela & Teresa Santos, 2023. "Analysis of Travel Behaviour of Professional Sports Organisation Members to the Stadium: Future Implications for Sustainability," Sustainability, MDPI, vol. 15(9), pages 1-14, April.
    5. Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub, 2022. "Antecedents and consequences of emotional attachment to sport teams brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 454-469, September.
    6. Casper, Jonathan M. & McCullough, Brian P. & Pfahl, Michael E., 2020. "Examining environmental fan engagement initiatives through values and norms with intercollegiate sport fans," Sport Management Review, Elsevier, vol. 23(2), pages 348-360.
    7. Su-Lan Pan & Homer C. Wu & Alastair M. Morrison & Min-Tzu Huang & Wen-Shiung Huang, 2018. "The Relationships among Leisure Involvement, Organizational Commitment and Well-Being: Viewpoints from Sport Fans in Asia," Sustainability, MDPI, vol. 10(3), pages 1-18, March.
    8. Wang, Michael Chih-Hung & Tang, Ya-Yun, 2018. "Examining the antecedents of sport team brand equity: A dual-identification perspective," Sport Management Review, Elsevier, vol. 21(3), pages 293-306.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    2. Avourdiadou, Sevastia & Theodorakis, Nicholas D., 2014. "The development of loyalty among novice and experienced customers of sport and fitness centres," Sport Management Review, Elsevier, vol. 17(4), pages 419-431.
    3. Jang, Wonseok (Eric) & Wann, Daniel L. & Ko, Yong Jae, 2018. "Influence of team identification, game outcome, and game process on sport consumers’ happiness," Sport Management Review, Elsevier, vol. 21(1), pages 63-71.
    4. repec:arp:tjssrr:2019:p:965-981 is not listed on IDEAS
    5. Wann-Yih Wu & Phan Thi Phu Quyen & Adriana A. Amaya Rivas, 2017. "How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience," Information Systems and e-Business Management, Springer, vol. 15(3), pages 689-715, August.
    6. Abu H. Ayob, 2021. "E-commerce adoption in ASEAN: who and where?," Future Business Journal, Springer, vol. 7(1), pages 1-11, December.
    7. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.
    8. Jaskirat Singh Rai & Apar Singh, 2020. "The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 202-212, July.
    9. Nola Agha & B. David Tyler, 2017. "An investigation of highly identified fans who bet against their favorite teams," Sport Management Review, Taylor & Francis Journals, vol. 20(3), pages 296-308, July.
    10. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2016. "Predicting future intentions of basketball spectators using SEM and fsQCA," Journal of Business Research, Elsevier, vol. 69(4), pages 1396-1400.
    11. McDonald, Heath & Karg, Adam J., 2014. "Managing co-creation in professional sports: The antecedents and consequences of ritualized spectator behavior," Sport Management Review, Elsevier, vol. 17(3), pages 292-309.
    12. Ozgur Yayla & Arif Aytekin & Fatih Uslu & Gozde Seval Ergun & Huseyin Keles & Yigit Guven, 2023. "How Does the Experience Quality of Recreational Activities Organized within the Scope of Public Health Affect Perceived Value, Satisfaction and Behavioral Intentions of Individuals?," IJERPH, MDPI, vol. 20(6), pages 1-16, March.
    13. Thadeu Gasparetto & Angel Barajas, 2020. "Management in a complex scenario: World Cup, alternative stadiums and demand for tickets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(6), pages 1071-1083, September.
    14. Karen Kaijuan Xu & Kenny Kuanchou Chen & Euisoo Kim & Jerónimo García-Fernández & John Nauright & James J. Zhang, 2021. "Dimensions of Service Quality in Health-Fitness Clubs in China," IJERPH, MDPI, vol. 18(20), pages 1-17, October.
    15. Christopher J. Hayes, 2023. "Placemaking in the Periphery: Leveraging Liminoid Spaces for Host Promotions and Experience Creation at the Japan 2019 Rugby World Cup," Tourism and Hospitality, MDPI, vol. 4(2), pages 1-19, March.
    16. Sergio Andres Osuna Ramirez & Cleopatra Veloutsou & Anna Morgan-Thomas, 2017. "A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 3(3), pages 305-332, July.
    17. Funk, Daniel C., 2017. "Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research," Sport Management Review, Elsevier, vol. 20(2), pages 145-158.
    18. Howat, Gary & Assaker, Guy, 2016. "Outcome quality in participant sport and recreation service quality models: Empirical results from public aquatic centres in Australia," Sport Management Review, Elsevier, vol. 19(5), pages 520-535.
    19. Dominik Schreyer & Sascha L. Schmidt & Benno Torgler, 2019. "Football Spectator No-Show Behavior," Journal of Sports Economics, , vol. 20(4), pages 580-602, May.
    20. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2015. "Spectator emotions: Effects on quality, satisfaction, value, and future intentions," Journal of Business Research, Elsevier, vol. 68(7), pages 1445-1449.
    21. Ahreem Ahn & Dongwon Min, 2018. "Exploring the Effect of Time Horizon Perspective on Persuasion: Focusing on Both Biological and Embodied Aging," Sustainability, MDPI, vol. 10(12), pages 1-15, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:19:y:2016:i:2:p:157-170. See general information about how to correct material in RePEc.

    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 CitEc recognized a bibliographic reference but did not link an item in RePEc 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.