Developing A Conceptual Framework for Assessing Media-Based Brand Equity In Professional Sports Teams

Abstract

The purpose of this exploratory sequential mixed methods study was to examine the brand perceptions held by media-based consumers of products and services of professional sports teams. The findings were used to construct the Conceptual Framework for Assessing Media-Based Brand Equity in Professional Sports Teams., in an attempt to bridge the gaps in existing sports team brand equity literature, where currently, there is no framework that explicitly addresses sport brand equity from a media-based consumer’s perspective. Practically, the proposed Conceptual Framework sought optimise the use of the media as a brand-building tool and source of revenue by professional sports teams. It conceptualizes “Media-Based Brand Equity” as an aggregate of brand awareness and brand associations. The combined effect of brand awareness and brand associations can generate negative or positive relationships in the marketplace. This explains why professional sports teams that are perceived as strong brands by media-based consumers receive beneficial media coverage .On the other hand, being perceived as having negative perceived brand equity by media practitioners can cripple the ability of professional sports teams to attract beneficial media coverage.