Athletes’ brand equity, spectator satisfaction, and behavioral intentions
Purpose: The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions. Design/methodology/approach: The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys. Findings: Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction. Originality/value: This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.
Year of publication: |
2019
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Authors: | Park, Jae-Ahm ; Sung, Jun-Mo ; Son, Jae-Man ; Na, Kyunga ; Kim, Suk-Kyu |
Published in: |
Asia Pacific Journal of Marketing and Logistics. - Emerald, ISSN 1355-5855, ZDB-ID 2037486-0. - Vol. 31.2019, 2 (28.02.), p. 541-558
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Publisher: |
Emerald |
Saved in:
Online Resource
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