Development of the brand equity measurement scale of the Premier League in the Chinese market

Despite the popular investigation of brand equity in team sport and domestic markets, few studies have provided insight into sport brand equity at a league level and in international markets. This paper is dedicated to the development and empirical validation of a brand equity measurement scale tail...

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Bibliographic Details
Main Authors: Bingxu Cheng, Do Young Pyun, Serhat Yilmaz
Format: Default Article
Published: 2024
Subjects:
Commercial services
Marketing
brand equity
scale development
Premier League
Chinese market
Online Access:https://hdl.handle.net/2134/25827154.v1
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https://hdl.handle.net/2134/25827154.v1

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