Abstract
This study developed and tested a new Lovemarks scale that can measure market positions representing love and respect for a sport team or club. Based on exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and nomological network analysis, the research establishes the validity and reliability of the scale for football and basketball teams. This Lovemarks scale for sport teams represents the marketing brand equity for sponsors, advertising, merchandising etc. and provides a new way to classify sport spectators; the “Lovemarks Fans”; “Performance & Quality Fans”; “Fads Spectators”; and “Spectators”.
Original language | English |
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Pages (from-to) | 1-18 |
Number of pages | 18 |
Journal | Journal of Promotion Management |
DOIs | |
Publication status | Accepted/In press - 20 Sept 2017 |
Keywords
- attitude
- basketball
- brand
- fans
- football
- love
- Lovemarks
- loyalty
- price premium
- promotion
- respect
- spectators identity
- sport club