An Empirical Assessment of Spectator-Based Brand Equity

• DOI: 10.1123/jsm.22.3.322
• Publication Date: 2016-08-10T12:21:43Z
• Authors: Stephen D. Ross; Keith C. Russell; Hyejin Bang
• Keywords: Empirical Research; Sample (material); Equity; Basketball

Few studies in the branding literature have approached brand equity from sport perspective, and even fewer focus on construct consumer viewpoint. The purpose of current research was to empirically test spectator-based (SBBE) model. Using a sample professional basketball consumers, results study show that 49-item, 13-construct model has reasonable fit data. extends understanding perspective by presenting empirical support for Several managerial implications are offered as result findings.