Search

A strong brand has been identified as a long-term success factor. Still, there is a gap in the perception of different types of fans about the brand equity dimensions of football teams and how their dimensions influence loyalty in the Brazilian context. The purpose of the present study was to analyse the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions. Data were collected from 420 fans of a State Football Championship from Brazil through an online survey and analysed using multigroup structural equation modelling. In that context, the brand mark was not an association considered by the fans, and the analysis indicated a better perception of the brand equity dimensions by the members, and the analysis with the complete sample indicated the relevance of the model (R² = 77%). Specifically, internalisation, social interaction, and management dimensions significantly impacted the behavioural intentions of football fans. The study provides an understanding of the dimensions of brand equity in a context not previously studied and the different perceptions of these dimensions through multigroup analysis. Further, it informs marketers of the brand equity elements that must be taken into account in an attempt to leverage team behavioural intentions.

The purpose of this study was to examine the relationships between sport commitment and three types of sport consumer behaviors: participation frequency, sporting goods and media consumption. A survey was conducted among sport participants of both individual and team sports, fitness and outdoor activities (n= 900). The survey included questions related to demographic information, measures of sport commitment and sport consumption behavior. The results analyzed trough structural equation modeling showed that the sport commitment influences positively the participation frequency, sporting goods consumption and media consumption. Implications of these results are discussed and suggestions for future research on sport consumers are provided.