An empirical assessment of spectator-based brand equity

Stephen D. Ross, Keith C. Russell, Hyejin Bang

Research output: Contribution to journalArticlepeer-review

69 Scopus citations


Few studies in the branding literature have approached brand equity from the sport perspective, and even fewer studies focus on the construct from the consumer viewpoint. The purpose of the current research was to empirically test the spectator-based brand equity (SBBE) model. Using a sample from professional basketball consumers, the results of the study show that the 49-item, 13-construct model has a reasonable fit to the data. The study extends the understanding of sport brand equity from the consumer perspective by presenting empirical support for the model. Several managerial implications are offered as a result of the findings.

Original languageEnglish (US)
Pages (from-to)322-337
Number of pages16
JournalJournal of Sport Management
Issue number3
StatePublished - May 2008


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