Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Aaker, D. (1996). Measuring Brand Equity Across Products and Markets. California Management Revew, 38(3), 102–120. Search in Google Scholar

Aaker, D. (2015). Four ways digital works to build brands and relationships. Journal of Brand Strategy, 4(1), 37–48. Search in Google Scholar

Aaker, D. A. (1991). Managing Brand Equity. New York, NY: The Free Press. Search in Google Scholar

Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333 Search in Google Scholar

Algharabat, R., Rana, N. P., Alalwan, A.A. et al. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767. https://doi.org/10.1016/j.jretconser.2019.01.016 Search in Google Scholar

Amu, P. Y., Narteh, B., & Kodua, P. (2024). The role of perceived value in football club branding: a developing league perspective. African Journal of Economic and Management Studies. Ahead-of-print No. ahead-of-print. https://doi.org/10.1108/AJEMS-04-2023-0127 Search in Google Scholar

Anagnostou, M., & Tzetzis, G. (2021). Greek sport fans’ evaluation of football leagues’ brand associations and their influence on brand loyalty. The case of UEFA champions league. Sport, Business and Management: An International Journal, 11(4), 430–450. https://doi.org/10.1108/SBM-05-2020-0045 Search in Google Scholar

Anagnostou, M., & Tzetzis, G. (2021). Greek sport fans’ evaluation of football leagues’ brand associations and their influence on brand loyalty. The case of UEFA champions league. Sport, Business and Management: An International Journal, 11(4), 430–450. https://doi.org/10.1108/SBM-05-2020-0045 Search in Google Scholar

Azadi, A. Y. D. A., Esfahani, D. N., & Mohammadpoori, M. (2015). Relationship between brand association and brand loyalty in the fans of private clubs in Iran. Biomed Pharmacol Journal, 8(2), 1–8. https://dx.doi.org/10.13005/bpj/855 Search in Google Scholar

Biernat, E., Nałęcz, H., Skrok, Ł., & Majcherek, D. (2020). Do sports clubs contribute to the accumulation of regional social capital?. International journal of environmental research and public health, 17(14), 5257. https://doi.org/10.3390/ijerph17145257 Search in Google Scholar

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. http://dx.doi.org/10.15295/bmij.v6i1.229 Search in Google Scholar

Blumrodt, J., Bryson, D., & Flanagan, J. (2012). European football teams’ CSR engagement impacts on customer‐based brand equity. Journal of Consumer Marketing, 29(7), 482–493. doi:10.1108/07363761211274992 Search in Google Scholar

Brewer, A., & Zhao, J. (2010). The impact of a pathway college on reputation and brand awareness for its affiliated university in Sydney. International Journal of Educational Management, 24(1), 34–47. https://doi.org/10.1108/09513541011013033 Search in Google Scholar

Chadwick, S. (2022). From utilitarianism and neoclassical sport management to a new geopolitical economy of sport. European Sport Management Quarterly, 22(5), 685–704. https://doi.org/10.1080/16184742.2022.2032251 Search in Google Scholar

Christodoulides, G., & de Chernatony, L. (2010). Consumer-Based Brand Equity Conceptualisation and Measurement: A Literature Review. International Journal of Market Research, 52(1), 43–66. https://doi.org/10.2501/S1470785310201053 Search in Google Scholar

Chung, M. R., & Welty Peachey, J. (2022). The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry. Sport, Business and Management: An International Journal, 12(2), 154–170. https://doi.org/10.1108/SBM-11-2020-0115 Search in Google Scholar

Chung, Y. J., Lee, J. and Heath, L. R. (2013). Public relations aspects of brand attitudes and customer activity. Public Relations Review, 39(5), 432–439. https://doi.org/10.1016/j.pubrev.2013.05.001 Search in Google Scholar

Cobbs, J., & Groza, M. D. (2022). Reverse effects of sponsorship: Establishing sport brand equity. Managing Sport and Leisure, 27(6), 614–631. https://doi.org/10.1080/23750472.2020.1848445 Search in Google Scholar

Dada, M. H. (2021). Impact of brand association, brand image & brand loyalty on brand equity. Journal of Marketing Strategies, 3(1), 29–43. Search in Google Scholar

Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24–33. https://doi.org/10.1111/j.1470-6431.2005.00477.x Search in Google Scholar

Funk, D. C., & James, J. D. (2006). Consumer loyalty: The meaning of attachment in the development of sport team allegiance. Journal of Sport Management, 20(2), 189–217. https://doi.org/10.1123/jsm.20.2.189 Search in Google Scholar

Gawrysiak, J., Burton, R., Jenny, S., & Williams, D. (2020). Using esports efficiently to enhance and extend brand perceptions–A literature review. Physical Culture and Sport. Studies and Research, 86(1), 1–14. https://doi.org/10.2478/pcssr-2020-0008 Search in Google Scholar

Guschwan, M. (2018). Football fandom in Italy and beyond: community through media and performance. Routledge. Search in Google Scholar

Hu, J., Ye, X., & Gu, S. (2024). The impact of subjective consumer knowledge on consumer behavioral loyalty through psychological involvement and perceived service quality: sports clubs. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-10-2023-0993 Search in Google Scholar

Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International journal of electronic commerce, 12(3), 57–80. https://doi.org/10.2753/JEC1086-4415120304 Search in Google Scholar

Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of air transport management, 57, 80–88. https://doi.org/10.1016/j.jairtraman.2016.07.008 Search in Google Scholar

Karg, A., & Funk, D. (2020). Strategic sport marketing. Routledge. Kaynak, E., Salman, G. G., & Tatoglu, E. (2008). An integrative framework linking brand associations and brand loyalty in professional sports. Journal of Brand Management, 15(5), 336–357. https://doi.org/10.1057/palgrave.bm.2550117 Search in Google Scholar

Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS Review, 6 (1–2), 1–16. https://doi.org/10.1007/s13162-016-0078-z Search in Google Scholar

Keller, K.L. (1993). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. Search in Google Scholar

Keller, K.L., Brexendorf, T. O. (2019). Measuring Brand Equity. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_72 Search in Google Scholar

Keshtidar, M., Sahebkaran, M., Talebpour, M., & Kalashi, M. (2018). Investigating the effect of brand identity and character on brand loyalty of football team fans. International Journal of Sport Management and Marketing, 18(1–2), 105–115. https://doi.org/10.1504/IJSMM.2018.091344 Search in Google Scholar

Khandai, S., Mathew, J., Yadav, R., Kataria, S., & Kohli, H. (2023). Ensuring brand loyalty for firms practising sustainable marketing: a roadmap. Society and Business Review, 18(2), 219–243. https://doi.org/10.1108/SBR-10-2021-0189 Search in Google Scholar

Kim, S., Choe, J. Y., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006 Search in Google Scholar

Kotler, P., & Keller, K. L. (2016). Marketing. Poznań: Wyd. Rebis. Kunkel, T., Doyle, J. P., Funk, D. C., Du, J., & McDonald, H. (2016). The development and change of brand associations and their influence on team loyalty over time. Journal of Sport Management, 30(2), 117–134. https://doi.org/10.1123/jsm.2015-0129 Search in Google Scholar

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of Consumer Marketing, 12 (4), 11–19. https://doi.org/10.1108/07363769510095270 Search in Google Scholar

Li, M-W., Teng, H-Y. & Chen, C-Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015 Search in Google Scholar

Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & Pires dos Santos, B. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of business research, 96, 376–385. https://doi.org/10.1016/j.jbusres.2018.07.016 Search in Google Scholar

Maderer, D., & Holtbrügge, D. (2019). International activities of football clubs, fan attitudes, and brand loyalty. Journal of Brand Management, 26, 410–425. https://doi.org/10.1057/s41262-018-0136-y Search in Google Scholar

Maderer, D., Holtbruegge, D., & Woodland, R. (2016). The impact of brand associations on brand loyalty in the football industry: A comparison of fans from developed and emerging football markets. Sport, Business and Management: An International Journal, 6(5), 499–519. https://doi.org/10.1108/SBM-06-2016-0026 Search in Google Scholar

Mansouri, H., Rasaee Rad, A., Tsiotsou, R. H., & Md Husin, M. (2024). Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-08-2023-0161 Search in Google Scholar

Martín, F. V., Toledo, L. D., & Palos-Sanchez, P. (2020). How deep is your love? Brand love analysis applied to football teams. International Journal of Sports Marketing & Sponsorship, 21(4), 669–693. https://doi.org/10.1108/IJSMS-10-2019-0112 Search in Google Scholar

Mathew, V., Thirunelvelikaran Mohammed Ali, R. and Thomas, S. (2014). Loyalty intentions: Does the effect of commitment, credibility and awareness vary across consumers with low and high involvement?. Journal of Indian Business Research, 6 (3), 213–230. https://doi.org/10.1108/JIBR-12-2013-0104 Search in Google Scholar

Mazloomi Soveini, F. (2022). The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification. Sports Business Journal, 2(2), 127–144. https://doi.org/10.22051/SBJ.2022.41604.1047 Search in Google Scholar

Merkle, A. C., Hessick, C., Leggett, B. R., Goehrig, L., & O’Connor, K. (2020). Exploring the components of brand equity amid declining ticket sales in Major League Baseball. Journal of Marketing Analytics, 8, 149–164. https://doi.org/10.1057/s41270-020-00083-7 Search in Google Scholar

Misener, K., Morrison, K., Shier, M., & Babiak, K. (2020). The influence of organizational social responsibility on involvement behavior in community sport membership associations. Nonprofit Management and Leadership, 30(4), 591–611. https://doi.org/10.1002/nml.21406 Search in Google Scholar

Naghibi, S., & Sadeghi, T. (2011). Factors of Customer Satisfaction and Loyalty in Industrial Marketing (B2B). Middle-East Journal of Scientific Research, 8(5), 902–907 Search in Google Scholar

Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2017). Effects of social media interactions on brand associations: A comparative study of soccer fan clubs. International Journal of Sports Marketing and Sponsorship, 18(2), 149–165. https://doi.org/10.1108/IJSMS-05-2017-087. Search in Google Scholar

Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135–145. https://doi.org/10.1177/002224298605000401 Search in Google Scholar

Parmentier, M. A., & Fischer, E. (2012). How athletes build their brands. International Journal of Sport Management and Marketing, 11(1–2), 106–124. https://doi.org/10.1504/IJSMM.2012.045491 Search in Google Scholar

Perreault, W., Cannon, J., & McCarthy, E. J. (2013). Basic Marketing: A Marketing Strategy Planning Approach. New York: McGraw-Hill. Search in Google Scholar

Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal Brand Management, 28, 99–115. https://doi.org/10.1057/s41262-020-00215-5 Search in Google Scholar

Reghunathan, A., & Joseph, J. (2021). Winning the loyalty cup: impact of symbol-related brand elements on brand loyalty of sports clubs. International Journal of Sport Management and Marketing, 21(3–4), 245–264. https://doi.org/10.1504/IJSMM.2021.118823 Search in Google Scholar

Rincón, A. G., Barbosa, R. L. C., Mateus, M. A., & Saavedra, N. O. (2023). Symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, football club segment. Heliyon, 9(4). https://doi.org/10.1016/j.heliyon.2023.e15474 Search in Google Scholar

Rubio, N., Oubiña, J. & Villaseñor, N. (2014). Brand awareness– brand quality inference and consumer’s riskperception in store brands of food products. Food Quality and Preference, 32, 289–298. https://doi.org/10.1016/j.foodqual.2013.09.006 Search in Google Scholar

Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024 Search in Google Scholar

Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125. http://dx.doi.org/10.5539/ass.v9n3p125 Search in Google Scholar

Sharp, B. (1995). Brand Equity and Market-based Assets of Professional Service Firms. Services Marketing Quarterly, 13(1), 3–13. https://doi.org/10.1300/J090v13n01_02 Search in Google Scholar

Sheth, J. N. (1974). Measurement of advertising effectiveness: some theoretical considerations. Journal of Advertising, 3(1), 6–11. https://doi.org/10.1080/00913367.1974.10672505 Search in Google Scholar

Shuv-Ami, A. (2016). Brand equity for football club organizations. International journal of organizational analysis, 24(4), 706–724. https://doi.org/10.1108/IJOA-11-2015-0947 Search in Google Scholar

Singh, K., & Basu, R. (2022). Visual Merchandising and Impulse Buying Intention Investigating Consumers of Sports Products. Academy of Marketing Studies Journal, 26(6). Search in Google Scholar

Smith, A. C., Stavros, C., & Westberg, K. (2017). Brand Fans: Lessons from the World’s Greatest Sporting Brands. Springer. Su, J. and Chang, A. (2018) Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail & Distribution Management, 46(1), 90–107. https://doi.org/10.1108/IJRDM-01-2016-0015 Search in Google Scholar

Suchao-in, K., Gulthawatvichai, S., & Chatpunyakul, C. (2021). Mediating role of sports team reputation: The relationships between team brand association, satisfaction, and loyalty in professional Thai football league. Kasetsart Journal of Social Sciences, 42(1), 221–226. . https://doi.org/10.34044/j.kjss.2021.42.1.xx Search in Google Scholar

Swaminathan, V. (2016). Branding in the digital era: new directions for research on customer-based brand equity. AMS Review, 6, 33–38. https://doi.org/10.1007/s13162-016-0077-0 Search in Google Scholar

Tran, V. T., Nguyen, N. P., Tran, P. T. K., Tran, T. N., & Huynh, T. T. P. (2019). Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam. Tourism Review, 73(3), 704–720. https://doi.org/10.1108/tr-08-2017-0130 Search in Google Scholar

Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International journal of consumer studies, 30(2), 207–217. Search in Google Scholar

Tsordia, C., Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85–105. https://doi.org/10.1080/0965254X.2017.1374299 Search in Google Scholar

Vazquez, R., del Rio, A.B., i Iglesias, V. (2002). Consumer-based brand equity: development and validation of a measurement instrument. Journal of Marketing Management, 18(1/2), 27–48. https://doi.org/10.1362/0267257022775882 Search in Google Scholar

Vogel, V., Evanschitzky, H., & Ramaseshan, B. (2008). Customer equity drivers and future sales. Journal of marketing, 72(6), 98–108. https://doi.org/10.1509/jmkg.72.6.09 Search in Google Scholar

Zhang, S. S., van Doorn, J., & Leeflang, P. S. (2014). Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?. International Business Review, 23(1), 284–292. https://doi.org/10.1016/j.ibusrev.2013.05.002 Search in Google Scholar