The Role of Brand Equity in Building Fan Loyalty: an Application on Football Fans

2021 ◽  
Vol 15 (10) ◽  
pp. 2961-2970
Author(s):  
Metin Özlü ◽  
Erkan Faruk Şirin ◽  
Murat Erdoğdu ◽  
Kevser Çinar
Keyword(s):  
Brand Equity ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Sports Clubs ◽  
Positive Effects ◽  
Equation Modelling ◽  
The Impact

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.

scholarly journals ANALISIS PENGARUH ADVERTISING DAN SALES PROMOTION TERHADAP DIMENSI BRAND EQUITY PADA PRODUK PELUMAS MOBIL FASTRON

2018 ◽  
Vol 9 (2) ◽  
pp. 841-854
Author(s):  
Diana Puspita Sari ◽  
Claudha Alba Pradhana ◽  
Yusuf Widharto
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Brand Association ◽  
Equation Modelling

Iklan dan promosi dalam pemasaran produk sangat menentukan kekuatan dari brand suatu produk. Salah satu produk yang memakai iklan dan promosi sebagai sarana penjualan adalah pelumas mobil produksi PT Pertamina Lubricant, yaitu pelumas mobil Fastron. Fastron merupakan produk pertamina yang saat ini masih memiliki tingkat penjualan paling rendah diantara pelumas mobil pertamina yang lain. Penelitian ini bertujuan menganalisis pengaruh advertising dan sales promoton terhadap dimensi brand equity produk pelumas mobil Fastron. Penelitian ini menggunakan Structural Equation Modelling (SEM), dengan melibatkan responden sebanyak 170 orang.  Hasil penelitian menunjukkan kalau advertising serta sales promotion Fastron sangat mempengaruhi 3 dimensi brand equity yang meliputi perceived quality, brand awareness, dan brand association akan tetapi pengaruh tersebut tidak menunjukkan akan brand loyalty.

scholarly journals THE The Impact of Country of Origin on Brand Equity: An Analysis of The Wine Sector

2020 ◽  
Vol 9 (2) ◽  
pp. 63-81
Author(s):  
Nadia Passagem ◽  
Catia Fernandes Crespo ◽  
Nuno Almeida
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Product Category ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
The Impact

The purpose of this study is to explore the country of origin´s effects on brand equity dimensions. This research selected wine as the product category and data were collected from Portuguese and Canadian consumers. Our conceptual framework incorporates the influence of country of origin on brand equity dimensions, composed by brand loyalty, brand associations, brand awareness and perceived quality, as well as the brand equity subsequent effect on purchase intention. The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results of the Portuguese sample indicate that the country of origin affects positively all the brand equity dimensions. The Canadian sample results show that country of origin affects brand loyalty and perceived quality, but there is no significant effect on brand associations and brand awareness dimensions.

scholarly journals Determination of Customer based Brand Equity and Its Impact on Loyalty for Apparel Brands among Young Students of Chennai City

2019 ◽  
Vol 8 (3) ◽  
pp. 5333-5337
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Brand Differentiation ◽  
Young Students ◽  
Customer Attitude ◽  
Chennai City

There is a fastidious saying that “Customer is a king”. Mahatma Gandhiji has also quoted that “Customer is the most important visitor on our premises”. Marketers and firms had understood that desire of the customers is very important for their brands. Customer passion is the drive of any brands. Brand equity refers the brand value. Methodology: Undoubtedly brands are the asset of the company. Customer based brand equity is to determine the customer attitude towards a brand. CBBE model was proposed by Aaker(1991) and K.L Keller(1992). Based on the model, the researcher has proposed a questionnaire construct which is administered to the young student’s community of Chennai city regarding the apparel brands which they patronize in their everyday life. 273 samples were collected from the young college students of Chennai. 10 samples were taken for pilot study to check the validity of the questionnaire and the responses. Research Gap: Earlier studies have proved that Brand Awareness, Brand Associations, Perceived quality and Brand loyalty are the dimensions of brand equity. In this study the researcher has slightly made an alteration by adding additional constructs namely Brand relevance and Brand differentiation (Brand Asset Valuator Model of brand equity) and attempted to prove all the 5 dimensions are having impact on brand loyalty. Author proved, perceived quality is the mediation construct to achieve the brand loyalty (outcome) using Structural equation modelling. Findings: Findings proved that Brand Awareness, Brand Associations, Perceived quality, Brand relevance and brand differentiation is having an impact on loyalty among young students of Chennai city.

scholarly journals Pengaruh Brand Awareness dan Perceived Quality Terhadap Purchase Intention: Brand Loyalty Sebagai Variabel Mediasi

2020 ◽  
Vol 4 (6) ◽  
pp. 270
Author(s):  
Alexandra Fenetta ◽  
Keni Keni
Keyword(s):  
Brand Loyalty ◽  
Structural Equation Modelling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modelling ◽  
Convenience Sampling

The aim of this study are: first, to explore the effects of brand awareness, perceived quality and brand loyalty on purchase intention. Second, to explore the effects of brand awareness and perceived quality on brand loyalty. Third, to find out the effects of brand awareness and perceived quality on purchase intention if mediated by brand loyalty. The samples that are used in the research are 150 respondents in Jakarta conducted by convenience sampling. The data techniques are processed using structural equation modelling on software SmartPLS 3.2.8. The results of this research are: first, brand awareness and perceived quality do not have a positive impact on purchase intention, yet brand loyalty has a positive impact on purchase intention. Second, brand awareness and perceived quality have a positive on brand loyalty. Third, brand awareness and perceived quality have a positive impact on purchase intention if mediated by brand loyalty.

scholarly journals Ekuitas Merek Produk Cap Kaki Tiga: Pengujian Model Consumer-Based Brand Equity

2019 ◽  
Vol 2 (4) ◽  
Author(s):  
Joko Pramono
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Equation Model ◽  
Brand Awareness ◽  
Causal Order ◽  
Relative Significance ◽  
Positive Effects ◽  
Brand Association

This study examines consumer-based brand equity of Cap Kaki Tiga-label branding and relative significance of brand awareness, perceived quality, and brand association on brand loyalty. As additional, this study aims to test the role of brand loyalty as a mediator on the relationship of its predictors on brand equity. A survey instrument was developed, scale measures were pretested, and the final survey was administered directly to 210 respondents. Based on Aaker’s conceptual framework, a structural equation model (SEM) was designed to analyse the proposed relationships. A causal order between brand equity dimensions was established. The results suggest that the positive effects of brand awareness, perceived quality and brand association on brand loyalty, and overall brand equity are mediated by brand loyalty. Marketing managers should focus on brand loyalty in order to increase overall brand equity, and should give special attention to brand awareness, since it is the factor with the strongest impact on brand loyalty.

scholarly journals Components of Brand Equity: The Case of Bình Thuận Dragon Fruit

2014 ◽  
Vol 222 ◽  
pp. 142-160
Author(s):  
HUYỀN NGÔ THỊ NGỌC ◽  
Bằng Nguyễn Viết ◽  
Minh Đinh Tiên
Keyword(s):  
Structural Equation Modeling ◽  
Theoretical Model ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Associations ◽  
Dragon Fruit

The paper aims at testing the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit and relationship between components of brand equity. The research results based on Structural Equation Modeling (SEM) demonstrate relationships between the following components of the brand equity of Bình Thuận dragon fruit: Brand awareness, perceived quality, brand associations and brand loyalty. The results also show that these components do affect the overall brand equity.

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis ◽  
2017 ◽  
Vol 16 (1) ◽  
pp. 45-59 ◽  
Author(s):  
Rajesh Sharma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Four Dimensions ◽  
Global Brands ◽  
Brand Association ◽  
The Impact

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

Distribution Intensity and Purchase Behavior-mediating Role of Brand Equity in Oil Marketing Companies (OMCs): An Emerging Markets Perspective

2021 ◽  
pp. 227853372098702
Author(s):  
George Kofi Amoako
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Purchase Behavior ◽  
Brand Awareness ◽  
Brand Association ◽  
The Impact ◽  
Distribution Intensity ◽  
The Relationship

The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand perceived quality, brand awareness, brand association, and brand loyalty. The study revealed that there is a positive relationship between distribution intensity and purchase behavior through brand equity. Structural equation modelling was used to investigate the relationship among channel location, store availability (distribution intensity), and brand equity (brand loyalty, perceived quality, brand association and brand awareness) and purchase behavior. The study revealed that brand equity mediates the relationship between distribution intensity and purchase behavior in the oil marketing companies (OMCs) in Ghana. This study extends the applicability of brand equity as a mediating variable to enhance the impact of location and service mart availability on purchasing behavior of customers. Additionally, this study provides an in-depth understanding of how the various components of brand equity of OMCs brands contribute to drive consumption experience and continual usage of OMC channels in Ghana. This study is based on a cross-sectional design, and since user behavior may change over time, a longitudinal study will be useful in the future.

scholarly journals Do Environmental Transformational Leadership Predicts Organizational Citizenship Behavior towards Environment in Hospitality Industry: Using Structural Equation Modelling Approach

2021 ◽  
Vol 13 (10) ◽  
pp. 5594
Author(s):  
Jehanzeb Khan Gurmani ◽  
Noor Ullah Khan ◽  
Muhammad Khalique ◽  
Muhammad Yasir ◽  
Asfia Obaid ◽  
...  
Keyword(s):  
Transformational Leadership ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Social Information Processing ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Meaningful Work ◽  
Citizenship Behavior ◽  
Equation Modelling ◽  
The Impact

Voluntary pro-environmental behaviors in the workplace such as organizational citizenship behavior towards environment (OCBE) are pertinent for the organizations striving to become environmentally responsible entities. The significance of OCBE for green organizational initiatives has led scholars to strive for expanding its nomological network. Approaching from the theoretical angle of the social information processing approach, this quantitative, survey-based study theoretically links and empirically tests the impact of environmental transformational leadership on organizational citizenship behavior towards environment (OCBE) via mediating mechanism of perceived meaningful work. Data from a sample of 311 employees working in Pakistan’s hospitality sector were collected and analyzed to test the hypothesized relationships using structural equation modelling. Results indicated the indirect effect of perceived meaningful work on the relationship between environmental transformational leadership and organizational citizenship behavior towards environment. Implications of both theoretical and practical nature are laid out in the relevant sections of the paper.

Sign in / Sign up

Export Citation Format

Share Document