European football teams' CSR engagement impacts on customer‐based brand equity

Abstract

PurposeBrand management is a central issue for the sports industry in general, and professional football clubs (usually called soccer teams in the USA) are the archetypal branded sport in that industry; the brand is their most important asset. Match attendance equates with financial return; patently it is a preoccupation of senior management. Metrics of brand performance need be up to date, and include contemporary issues such as corporate social responsibility (CSR) as a reflection of consumer expectations. This paper aims to address these issues.Design/methodology/approachThe methodology aims to evaluate consumers' perceptions and purchase behaviours. A sample survey of consumers' brand evaluations has been collected and factor and regression analyses have been employed.FindingsRecent models based on Keller's conceptual approach have not emphasized the evolution of societal concerns. Brand management in the football industry has to change to meet customer expectations better.Practical implicationsThis research demonstrates that professional football clubs may be different from other businesses. The research method used enables the evaluation of customer‐based brand equity. Findings suggest clubs' involvement in community activities influences brand image and customer behaviour. The sport entertainment industry requires a specific type of brand management and customer perceived ethicality has to be an integral part of the approach.Originality/valueBrand theories tend to stem from marketing and they are inclined to emphasize the same kind of product‐oriented concerns. However, customers expect more than watching an exciting game in a pleasant environment; they are affected by clubs' community involvement which impacts on the affect towards the brand. This is demonstrated through purchase behaviours of spectators. This research determines and evaluates these issues for the cases of two professional football clubs.