THE RELATIONSHIP AMONG FAN-BASED LEAGUE BRAND ASSOCIATIONS, BRAND EQUITY, AND BEHAVIORAL INTENTIONS

This research draws on the brand architecture and the brand associations literature to examine the relationship among league brand associations, league brand equity, and behavioral intentions and to develop a multi-item scale for the fan-based brand association (FBBA) model. The study tests a model where league brand equity plays a mediating role between league brand associations and behavioral intentions, such as attending and/or watching games on TV or online. The data from 600 National Football League (NFL) fans are analyzed using the partial least square structural equation modeling. The results suggest that all brand association dimensions used in this study are valid measures of the FBBA model. In addition, the league brand equity is a significant mediator between league brand associations and behavioral intentions. This suggests that the league managers, in collaboration with team managers, head coaches, and players, can build a strong league (brand equity) that can influence fans ' behavior.