Examining the relationships between brand knowledge, brand responses and brand resonance in sports leagues within the scope of consumer-based brand equity

Abstract

ABSTRACT Research question: In previous studies on consumer-based brand equity (CBBE) in sports, brand knowledge (BKNW) was the primary factor of CBBE, despite its many interrelated drivers. Particularly, CBBE was not investigated with enough depth or from a holistic perspective in the context of sports leagues (SLG). Therefore, in this study, the customer-based brand equity pyramid (CBBE-pyramid) (Keller, 2008) was adapted to the context of SLG to fill the gap which remained unexamined in the team and league branding context by examining the relationship between BKNW, brand responses (BRP) and brand resonance (BR). Research methods: A total of 412 fully completed surveys by Super Football League consumers were used to validate the measurement models and the proposed model using confirmatory factor analyses (CFA) and structural equation modeling (SEM). Results and findings: Findings of the holistic CBBE model showed that, in order for a brand to obtain positive responses and to ‘resonate’ with league consumers, league brand associations (LBAS) play a pivotal role. Furthermore, obtaining cognitive responses such as brand credibility (BCRD) and affective responses such as emotional feelings from consumers can increase the degree of BR, which refers to the strongest relationship between consumers and brands. Implications: Through the model presented, sports marketers will be able to better manage their league brand. They also better assess the strengths and weaknesses of the brand besides the effectiveness of marketing programs in achieving BR.