An Analysis of Brand Equity and its Influence on Customer Satisfaction of a Football Team among Female Fansin Public Universities in Kenya

Abstract

The increasing competition in the business sector requires that teams that are involved in developing the brands come up with brands that consumers can easily differentiate from those of the competitors to make their brand stand out. Football teams rely on fans for their success, providing income through ticket sales, television viewing and purchasing team branded products. Yet this area remains unexplored in Kenya hence the researchers desire to assess the influence of brand equity on customer satisfaction of football team among universities female fans in Public Universities in Kenya. The specific objective to be undertaken for the research were; to examine the influence of brand image on customer satisfaction of a football team among female fans in public universities in Kenya. The Ministry of Sports will recognize how the female fans impact on sports and justify higher budgetary allocations for female league. The research study was anchored on the social identity theory propounded by Tajfel which states that society is made up of social groups that have power and status at their disposal. The study adopted explanatory research design to determine the influence of brand equity on customer satisfaction of a football team. A target population of 1846 respondent was investigated. A sample of 319 was then used for the study. Stratified and snowball sampling techniques were employed. Semi-structured questionnaire was used as instrument of data collection. Content validity was measured through expert judgment while reliability was measured by use of Cronbach’s Alpha coefficient method at p less tha 0.05. The data obtained was analyzed using descriptive and inferential statistics comprising of chi-statistic, multiple regression analysis and Anova. The first objective sought to examine the influence of brand image on customer satisfaction among female football fans in public university. The result shows that the value of chi-statistic is15.719 with a p-value of 0.015. Since the p-value is less that the chosen level of significance (0.05), we reject the null hypothesis that there is no significant relationship between brand image and customer satisfaction