Athletes’ brand equity, spectator satisfaction, and behavioral intentions

Purpose The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions. Design/methodology/approach The convenience sampling method was used when approaching potential participants amon...

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Bibliographic Details
Published in:Asia Pacific journal of marketing and logistics 2019-03, Vol.31 (2), p.541-558
Main Authors: Park, Jae-Ahm, Sung, Jun-Mo, Son, Jae-Man, Na, Kyunga, Kim, Suk-Kyu
Format: Article
Language:English
Subjects:
Athletes
Behavior
Brand equity
Brand loyalty
Celebrities
Consumers
Culture
Marketing
Olympic games
Popularity
Professional baseball
Professional golf
Purchase intention
Reputations
Sports fans
Structural equation modeling
Tournaments & championships
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Summary:Purpose The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions. Design/methodology/approach The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys. Findings Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction. Originality/value This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.
ISSN:1355-5855
1758-4248
DOI:10.1108/APJML-05-2018-0176