Marketing professional clubs to a foreign market: the brand image of Real Madrid and its impact on behavior intentions from a Chinese perspective

Abstract

The purpose of this research is first to ascertain what the brand image of a globally recognized sport club is as perceived by the citizens of a foreign market, then to determine how brand image predict behavioral intentions from the perspective of citizens of a foreign market. Using Real Madrid as an example, a survey study was conducted to collect data from residents of Shanghai, China on their perceptions of the club using a public intercept methodology, and CFA analysis resulted in a 16-item scale showing acceptable validity resulted in the creation of five dimensions titled ‘club performance’, ‘CSR activity’, ‘club quality’, ‘club history and tradition’, and ‘team spirit’. In addition, the study supported the assumption that club image would predict the behavioral intentions of citizens from a foreign market. Professional sport clubs wanting to engage with foreign markets need to recognize the relationship between their brand image and the behavioral intentions of citizens in each foreign market to attract them to become supporters of the club.