||The influences of team-related factors and brand equity on purchase intention: The case of satellite fans
||Institute of Physical Education, Health & Leisure Studies
The purpose of this study was to examine the relationships between team-related factors (star player and success), brand association and merchandise sales among satellite fans. The “Linsanity” phenomenon has attracted attention in Taiwan and the USA, while the start pitcher of the Miami Marlins in Major League Baseball, Wei-Yin Chen, has also attracted a great deal of media attention in Taiwan. Their popularity may be attributed to the rise of communications technology which has given satellite fans multiple ways to access their support teams and players, no matter where they are. As such, an investigation of how satellite fans choose to show brand equity with players and teams, using the example of Taiwanese consumers in the context of the ‘‘Linsanity’’ phenomenon and the star player in the MLB, can potentially shed light on an important aspect of international sport marketing. Data were collected from 493 satellite fans via an online survey. The results revealed that team success negatively impacted brand mark and commitment but positively impacted social interaction, team history, and purchase intention; star player positively impacted brand mark, social interaction, commitment, and purchase intention. The results also verified that team history mediated the relationship between team success and purchase intention, while social interaction and commitment mediated the relationship between star player and purchase intention. These findings could help professional sports teams better understand how to capitalize on branding opportunities across geographic boundaries.
List of Figures VII
List of Tables VIII
Chapter One: Introduction 1
Chapter two: Literature Review 3
2.1 Team Related Factor 3
2.2 Brand Equity 4
2.3 Brand association 5
2.4 The satellite fan 5
2.5 Purchase intention 6
2.6 Hypothesis development 7
Chapter Three: Method 12
3.1 Research context 12
3.2 Measurement 13
3.3 Participants and data collection 16
3.4 Data analysis 16
Chapter Four: Result 17
4.1 Descriptive statistics 17
4.2 Measurement Model 19
4.3 Structural Mode 21
Chapter Five: Discussion and Conclusion 25
5.1 Discussion 25
5.2. Limitations and future study 27
List of Figures
Figure 1 The proposed conceptual model 11
Figure 2 The results of testing the hypothesized model. 24
List of Tables
Table 1 Constructs and sources of literature 15
Table 2 Brand association’s constructs and sources of literature 15
Table 3 The demographic profile of the sample (n=493) 18
Table 4 The factor loading, CR and AVE 20
Table 5 Mean and Interconstruct Correlations 21
Table 6 Results for the hypothesised model. 23
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