دانلود رایگان مقاله بررسی مقدمات ارزش برند در یک تیم ورزشی

ABSTRACT

Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and incompletely understood. In this study, the authors propose a dualidentification model to examine the formation of sport team brand equity in an Asia-based professional team sport setting. Baseball fans (N = 548) of the Chinese Professional Baseball League (CPBL) in Taiwan participated in the self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient experience, team history, and fan rituals) and brandidentified-related factors (including self-congruity and team brand prestige) were significantly related to identification with sport team and identification with sport team brand, respectively. In turn, both identification with sport team and identification with sport team brand were significant predictors of sport team brand equity. These findings highlight the importance of studying a dual-identification model in order to understand how sport team brand equity forms and suggest implications for sport team managers.

5. Discussion

In this study, we aimed to examine how dual-identification of identification with the team and identification with the team brand bridges the sport marketplace characteristics and brand identity-related factors on the formation of sport team brand equity. We did so with a particular focus on the Asian professional team sport setting. Results from PLS-SEM analysis confirmed the proposed dual-identification model and supported all but two hypotheses.