Examining the relationships between brand knowledge, brand responses and brand resonance in sports leagues within the scope of consumer-based brand equity

Yagiz K., ÖZER L.

EUROPEAN SPORT MANAGEMENT QUARTERLY, cilt.23, sa.5, ss.1567-1586, 2023 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 23 Sayı: 5
  • Basım Tarihi: 2023
  • Doi Numarası: 10.1080/16184742.2022.2047087
  • Dergi Adı: EUROPEAN SPORT MANAGEMENT QUARTERLY
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, CAB Abstracts, Psycinfo, Sociological abstracts, SportDiscus
  • Sayfa Sayıları: ss.1567-1586
  • Anahtar Kelimeler: Consumer-based brand equity, brand resonance, brand responses, sports league brand management, sports league consumers, TEAM SPORT, ASSOCIATIONS, PERCEPTIONS, CREDIBILITY, LOYALTY, MODEL
  • Hacettepe Üniversitesi Adresli: Evet

Özet

Research question: In previous studies on consumer-based brand equity (CBBE) in sports, brand knowledge (BKNW) was the primary factor of CBBE, despite its many interrelated drivers. Particularly, CBBE was not investigated with enough depth or from a holistic perspective in the context of sports leagues (SLG). Therefore, in this study, the customer-based brand equity pyramid (CBBE-pyramid) (Keller, 2008) was adapted to the context of SLG to fill the gap which remained unexamined in the team and league branding context by examining the relationship between BKNW, brand responses (BRP) and brand resonance (BR).