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Exploring the components of brand equity amid declining ticket sales in Major League Baseball

Ticket sales for Major League Baseball (MLB) games are decreasing annually, yet baseball fans have increased team interest and following in other ways. Instead of following from the stands or on television fans are choosing to follow, for example, via social media. The emerging unified theory of bra...

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Detalles Bibliográficos
Autores principales: Merkle, Adam C., Hessick, Catherine, Leggett, Britton R., Goehrig, Larry, O’Connor, Kenneth
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Palgrave Macmillan UK 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7372547/
http://dx.doi.org/10.1057/s41270-020-00083-7
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author Merkle, Adam C.
Hessick, Catherine
Leggett, Britton R.
Goehrig, Larry
O’Connor, Kenneth
author_facet Merkle, Adam C.
Hessick, Catherine
Leggett, Britton R.
Goehrig, Larry
O’Connor, Kenneth
author_sort Merkle, Adam C.
collection PubMed
description Ticket sales for Major League Baseball (MLB) games are decreasing annually, yet baseball fans have increased team interest and following in other ways. Instead of following from the stands or on television fans are choosing to follow, for example, via social media. The emerging unified theory of brand equity offers a framework to examine the mediating role of attendance and local television and the moderating role of Twitter followers on the relationships between MLB marketing assets (MA) and team financial performance. Publicly available secondary data are analyzed with PLS-SEM. The results indicate attendance and local TV partially mediate the relationship between non-seasonal MA and team financial performance, whereas attendance and local TV fully mediate the relationship between in-season MA and team financial performance. Furthermore, the number of Twitter followers for each MLB team moderates various relationships within the MLB brand equity research model. Findings suggest MLB sales and marketing professionals should design ticket sales initiatives that not only promote attendance in the short-term but, more importantly, build upon non-seasonal sources of team brand equity for the long-term. ELECTRONIC SUPPLEMENTARY MATERIAL: The online version of this article (10.1057/s41270-020-00083-7) contains supplementary material, which is available to authorized users.
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spelling pubmed-73725472020-07-21 Exploring the components of brand equity amid declining ticket sales in Major League Baseball Merkle, Adam C. Hessick, Catherine Leggett, Britton R. Goehrig, Larry O’Connor, Kenneth J Market Anal Original Article Ticket sales for Major League Baseball (MLB) games are decreasing annually, yet baseball fans have increased team interest and following in other ways. Instead of following from the stands or on television fans are choosing to follow, for example, via social media. The emerging unified theory of brand equity offers a framework to examine the mediating role of attendance and local television and the moderating role of Twitter followers on the relationships between MLB marketing assets (MA) and team financial performance. Publicly available secondary data are analyzed with PLS-SEM. The results indicate attendance and local TV partially mediate the relationship between non-seasonal MA and team financial performance, whereas attendance and local TV fully mediate the relationship between in-season MA and team financial performance. Furthermore, the number of Twitter followers for each MLB team moderates various relationships within the MLB brand equity research model. Findings suggest MLB sales and marketing professionals should design ticket sales initiatives that not only promote attendance in the short-term but, more importantly, build upon non-seasonal sources of team brand equity for the long-term. ELECTRONIC SUPPLEMENTARY MATERIAL: The online version of this article (10.1057/s41270-020-00083-7) contains supplementary material, which is available to authorized users. Palgrave Macmillan UK 2020-07-21 2020 /pmc/articles/PMC7372547/ http://dx.doi.org/10.1057/s41270-020-00083-7 Text en © Springer Nature Limited 2020 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.
spellingShingle Original Article
Merkle, Adam C.
Hessick, Catherine
Leggett, Britton R.
Goehrig, Larry
O’Connor, Kenneth
Exploring the components of brand equity amid declining ticket sales in Major League Baseball
title Exploring the components of brand equity amid declining ticket sales in Major League Baseball
title_full Exploring the components of brand equity amid declining ticket sales in Major League Baseball
title_fullStr Exploring the components of brand equity amid declining ticket sales in Major League Baseball
title_full_unstemmed Exploring the components of brand equity amid declining ticket sales in Major League Baseball
title_short Exploring the components of brand equity amid declining ticket sales in Major League Baseball
title_sort exploring the components of brand equity amid declining ticket sales in major league baseball
topic Original Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7372547/
http://dx.doi.org/10.1057/s41270-020-00083-7
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