Despite the popular investigation of brand equity in team sport and domestic markets, few studies have provided insight into sport brand equity at a league level and in international markets. This paper is dedicated to the development and empirical validation of a brand equity measurement scale tailored for the Premier League in the Chinese market. A multidimensional measurement model for the league's brand equity was conceptualized. Using two sample sets from Chinese consumers of the league, the proposed measurement scale was tested by exploratory factor analysis and confirmatory factor...Read more
