Analysis of the consumer based brand equity dimensions on soccer teams

The purpose of this study is to investigate and evaluate the customer-based brand equity on soccer teams and propose a model for the customer-based brand equity on football (soccer) teams.Participants are 850(626 male, 224 female) fans of BJK, FB, GS teams and their ages are between 17 and 42. Measures which are used in the research aim to gather data regarding respondents demographics and thoughts and feelings about customer-based brand equity. SPSS was used for Exploratory Factor Analysis, t test, Anova and descriptive statistics and LISREL 8.51 program was used for Confirmatory Factor Analysis and Patch Analysis. In order to establish the model, Structural Equation Modeling (SEM) was used.The perception of technical director, star player, management, club history and stadium is statistically different between football (soccer) teams. In addition, customer-based brand equity perception of fans is statistically different with regards to gender, practicing regular exercises, placing bet, being member of the match broadcaster and watching the game in stadium. The research offers a valid model for football teams, which made of product-related attributes, non- product-related attributes, benefits, brand trust, brand satisfaction attitudinal loyalty and behaivoral loyalty.