A conceptual framework for understanding spectator-based brand equity

Stephen D. Ross

Research output: Contribution to journalReview articlepeer-review

111 Scopus citations

Abstract

Despite the general understanding that spectator sport is a service-oriented product, sport brand equity research has overwhelmingly relied on models pertaining to physical goods and has been slow to acknowledge service marketing principles and the unique characteristics of team sport in understanding this topic. This article proposes a framework for the development of spectator-based brand equity by which the characteristics of spectator sports are recognized through organization, market, and experience-induced antecedents that contribute to spectator-based brand equity. It is suggested that the key components of brand equity for spectator sports consist of brand awareness and brand associations, and the result of these components is revealed in a set of consequences contributing to the value of a sport brand.

Original languageEnglish (US)
Pages (from-to)22-38
Number of pages17
JournalJournal of Sport Management
Volume20
Issue number1
DOIs
StatePublished - Jan 2006

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