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All Journal Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Faedah: Jurnal Hasil Kegiatan Pengabdian Masyarakat Indonesia
Muhammad Naufal Makarim
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia

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The Effect of Spectator-Based Brand Equity on Behavioral Intentions in Football Club Muhammad Naufal Makarim
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 2 No. 1 (2018): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia - Edisi Desember 2018
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (470.896 KB) | DOI: 10.31842/jurnal-inobis.v2i1.66

Abstract

Purpose – The purpose of this paper is to find out the effect of Spectator-Based Brand Equity on Behavioral Intentions in Football Club. Design/methodology/approach – The research is descriptive in nature that used survey data in the form of questionnaire from 100 respondent from each sample. Findings – The model developed in this study identifies that social interaction, team success, and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions. Research limitations/implications – This research only focuses on perception from Indonesian football fans towards major European football club and might not be representative of other football leagues in Europe and around the world.  Originality/Value – This research offers a framework that can help football club managers plan marketing strategies to approach different segment of customers.
Co-Authors Ami Amelia Arnila Melina Arzita Diandra Diva Fadhilla Fatimah Azzahra Rizka Prasetya Soraya Medina Ruza Zulhendri Zulhendri