Brand equity for football club organizations

Аннотация

Purpose – The purpose of this study is to offer a “brand equity model” that will help football organizations to manage their appeal. Design/methodology/approach – The proposed model utilizes structural equation modelling analysis to test the hypothesized marketing brand equity (MBE) model. The empirical part of the research stems from a large survey of 1,300 Israeli football fans. Findings – As expected, knowledge about the team, the team’s image and its perceived personality significantly predicted positive attitudes toward the team. This in turn predicted commitment, which predicted recommendation, which predicted intentions. The linear regression to extract the seven parameters weights was highly significant (F  163.5, p  0.001) and explained 52 per cent (R2  0.518) of the depended variable “price premium”. Research limitations/implications – The new MBE model suggested here provides a relative index of brand equity for football club organizations that enables them to competitively compare the marketing equity of their club to that of their rivals. The MBE model also shows that commitment is a central component in the football club’s brand equity model. The current MBE model is the only model that provides a weight for each of the components. Each respective weight represents the internal contribution of each component to the final brand equity index. These weights indicate where an effort should be made to improve the equity of the brand