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Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context

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  • Masayuki Yoshida
  • Brian Gordon
Abstract
Despite the recent progress in understanding consumer moderators, much of this work has focused on the satisfaction-behavioral intentions link. There is a lack of research regarding the potential moderating effects of consumer variables on the relationship between the three dimensions of customer equity (value, brand, and relationship equity) and behavioral intentions. Therefore, the purpose of this study is to examine how the effects of value, brand, and relationship equity on consumer behavioral intentions are enhanced by demographic (age and gender) and relational (season-ticket purchase) moderators. Furthermore, this study views brand equity as a psychological moderator and attempts to investigate the moderating effects of brand equity on the relationships between value equity, relationship equity, and behavioral intentions. Data were collected from spectators at a professional soccer event in Japan (n = 383). The results indicate that the effect of brand equity on behavioral intentions is positive and significant, while relationship equity has positive effects on both brand equity and behavioral intentions. A series of moderator analyses using the multi-group SEM method revealed that the influences of brand and relationship equity on behavioral intentions are stronger for younger consumers, men, and season-ticket holders than for older consumers, women, and non-season-ticket holders. Moreover, the moderator analyses verified that the effect of value equity on behavioral intentions was positive and significant only for those spectators belonging to the low brand equity categorization. The research findings, contributions, and directions for future research are discussed.

Suggested Citation

  • Masayuki Yoshida & Brian Gordon, 2012. "Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context," Sport Management Review, Taylor & Francis Journals, vol. 15(4), pages 389-403, October.
    • Handle: RePEc:taf:rsmrxx:v:15:y:2012:i:4:p:389-403
    DOI: 10.1016/j.smr.2012.03.001
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    Cited by:

    1. repec:arp:tjssrr:2019:p:965-981 is not listed on IDEAS
    2. Wann-Yih Wu & Phan Thi Phu Quyen & Adriana A. Amaya Rivas, 2017. "How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience," Information Systems and e-Business Management, Springer, vol. 15(3), pages 689-715, August.
    3. Brian S. Gordon & Masayuki Yoshida & Makoto Nakazawa & Jordan Bass, 2021. "The Role of Pride Feelings in the Team and Fan Community Identification Processes: An Empirical Examination in Professional Sport," Corporate Reputation Review, Palgrave Macmillan, vol. 24(2), pages 76-94, May.
    4. Biscaia, Rui & Ross, Stephen & Yoshida, Masayuki & Correia, Abel & Rosado, António & Marôco, João, 2016. "Investigating the role of fan club membership on perceptions of team brand equity in football," Sport Management Review, Elsevier, vol. 19(2), pages 157-170.
    5. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    6. Phuoc-Thien Nguyen & Ying-Kai Liao, 2018. "A Qualitative Investigation of Antecedents, Mediators, Moderators, and Outcomes of Brand Equity," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 676-692:5.

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