A Study on the Brand Equity of Title Sponsorship, Customer’s Attitude, Loyalty, and Intention of Use: With a Focus on the Chinese E-SPORTS Clubs

Aim: The concepts of branding and sport marketing have begun to gain importance along with the current developments in sport industry. The fans have great importance on teams’ branding in the world, especially in our country. As the importance of fans increases on teams’ branding, the number of studies carried out on these subject increases, as well Methodology: These research studies are especially carried out within the framework of the Fan-Based Brand Equity model. This study investigates the impact of the brand equity dimensions (brand awareness, brand associations and perceived quality) on fan loyalty in football teams. Structural Equation Modelling (SEM) was used to reveal the relationship between the factors affecting fan loyalty and to evaluate the fit of model. This research was administered to 502 volunteer fans of Atiker Konyaspor Club, one of the leading clubs of Turkey Sport Toto Super League, in the 2018-2019 season of Lefter Kuçukandonyadis in Turkey. Results and Conclusion: As a result, it was observed that while two of the brand equity dimensions, brand associations and perceived quality, had positive effects on fan loyalty, the third dimension, brand awareness, had no effect on the model, concerning fan loyalty. Upgrading sports clubs’ attributes and giving importance to the brand association had statistically significant influence on fan loyalty. Key Words: Brand Equity, Fan Loyalty, Football Clubs, Sports Marketing, Structural Equation Modelling.

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Review of Brand Equity and Advertising: Advertising's Role in Building Strong Brands.

Contemporary Psychology ◽

10.1037/033862 ◽

1994 ◽

Vol 39 (1) ◽

pp. 99-99

Author(s):

Terri Gullickson ◽

Pamela Ramser

Keyword(s):

Brand Equity

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Juvenile Overweight at School Enrolment: A New Task for Sports Clubs?

The Thoracic and Cardiovascular Surgeon ◽

10.1055/s-0036-1571909 ◽

2016 ◽

Vol 64 (S 02) ◽

Author(s):

S. Dhein

Keyword(s):

School Enrolment ◽

Sports Clubs

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Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

Journal of Economics and Development ◽

10.33301/2011.13.02.05 ◽

2011 ◽

pp. 61-88

Author(s):

Huong Hoang Thi Thu ◽

Lin Yu-Li

Keyword(s):

Brand Equity ◽

Sales Promotion ◽

Three Dimensions ◽

Brand Trust ◽

Brand Performance ◽

Business Context ◽

Brand Association ◽

Customer Perceived Value ◽

Trade Promotions ◽

Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

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