FiT Publishing

The purpose of this study was to assess brand equity in professional soccer teams. Through a preliminary analysis and further adaptation of the Spectator-Based Brand Equity (SBBE) scale, a refined model was tested among soccer fans. Results gathered from a confirmatory factor analysis indicated an acceptable fit of the model to the data and confirmed the relationship between Internalization, a single first-order construct, and Brand Associations, a second-order construct with ten dimensions. Review of the psychometric properties indicated all constructs had good internal consistency,...Read more

Sportscape refers to service extensions and the physical surroundings of a sports event. This is a case study that focuses on sportscape factors and how they influence the overall satisfaction of spectators attending a PGA TOUR event. Golf is different from other sports in that it has a flexible venue and is experienced differently by spectators and, therefore, careful analysis must be given to sportscape factors. A survey was developed and implemented at a PGA TOUR event to identify the influence of eight specific sportscape factors on the level of satisfaction of spectators. Based on...Read more

The purpose of this study was to examine customers of an emerging spectator sport, Mixed Martial Arts (MMA). Whereas conventional sport spectator motivation research has typically examined motivations of spectators attending established team sports, this study is distinctive in that it applies motivation research to an individual sport rather than a team sport and to an emerging sport rather than a more established sport. The following ten motives were identified based on a review of the current literature: drama/eustress, escape, aesthetics, vicarious achievement, socializing, sport...Read more