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, vol.23, no.5, pp.1567-1586, 2023 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 23 Issue: 5
  • Publication Date: 2023
  • Doi Number: 10.1080/16184742.2022.2047087
  • Journal Name: EUROPEAN SPORT MANAGEMENT QUARTERLY
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, CAB Abstracts, Psycinfo, Sociological abstracts, SportDiscus
  • Page Numbers: pp.1567-1586
  • Keywords: Consumer-based brand equity, brand resonance, brand responses, sports league brand management, sports league consumers, TEAM SPORT, ASSOCIATIONS, PERCEPTIONS, CREDIBILITY, LOYALTY, MODEL
  • Hacettepe University Affiliated: Yes

Abstract

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).