Advances in Economics and Business Vol. 4(5), pp. 250 - 260
DOI: 10.13189/aeb.2016.040505
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Brand Commitment to Football Teams: A Multidimensional Scale


Avichai Shuv-Ami *
The School of Business Administration, Peres Academic Center, Israel

ABSTRACT

This paper presents a multidimensional scale for measuring brand commitment to football teams. Compared to previous research that used unidimensional measures, this multidimensional scale offers a better means of understanding fan behavior through the four constructs composing it – loyalty, involvement, satisfaction and performance. The scale was tested using three separate empirical survey studies and was found to be highly valid and reliable. These tests employed exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and nomological network analysis. Football fan brand commitment was found to be highly correlated to attitudes toward the sport team, recommendation, purchase intentions, price premium and how fans identified with their football team.

KEYWORDS
Brand Commitment, Attitude, Recommendation, Purchase Intentions, Price Premium, Fans Spectator Identity

Cite this paper
Avichai Shuv-Ami . "Brand Commitment to Football Teams: A Multidimensional Scale." Advances in Economics and Business 4.5 (2016) 250 - 260. doi: 10.13189/aeb.2016.040505.