Conclusions
Methods/ Procedures
Introduction
- Soccer teams and the brand equity associated with each of them
- Different aspects that define brand equity and the brand itself
- Discover what creates brand loyalty with consumers
- Look at how European Soccer teams have created such strong brand equity in their markets
- The surveyors found that the SBBE was inconsistent with each person but was based strongly in a tradition of the individual
- Each person has defined what makes their team special to them but some aspects are consistent draws to all people
Spectator-Based Brand Equity in Professional Soccer
- There were surveys given to spectators about sport based brand equity (SBBE)
- The surveys were administered during games in the stadium
- They asked the survey participants about what they enjoy the most about their team and how often they attend games
Implications
Teams looked at
- This data can help us as sport marketers determine what sort of amenities to offer their customers
- Sport marketers can make a marketing scheme for the more effective areas of SBBE
- The data can lead sport marketers to come up with different ways to draw new consumers in as well
Found in Sports Marketing Quarterly
Results
- From the surveys the researchers found that there was a lack of consistency in what drew the people in
- However the result in the survey determined that stadium community and atmosphere was a consistent draw for all participants