Examining the Role of Integration Into Sport Brand Community Dimensions on Customer-Based Brand Equity

Considering the rising costs of marketing activities, sport organizations face considerable challenges, ranging from creating effective strategies that improve customer-centric relationships and retention to adapting to constant changes in the market. The purposes of this study were to examine a multidimensional conceptualization of integration into sport brand community (IBC) and the relationship between the dimensions of IBC (customer–brand, customer–product, customer–customer) and drivers of sport-based brand equity (brand superiority, brand affect), as well as testing for the direct and mediating effects on customer purchasing intentions. The results revealed a multifaceted nature of customer relationships and product consumption in sport brand communities, thereby providing conceptual and practical contributions. Overall, this study expanded the sport marketing knowledge base by illustrating specific aspects of the customer–centric relationship with a sport team brand that impacted customer brand attitudes and behavioral intentions.