Development of the brand equity measurement scale of the Premier League in the Chinese market

<p>Despite the popular investigation of brand equity in team sport and domestic markets, few studies have provided insight into sport brand equity at a league level and in international markets. This paper is dedicated to the development and empirical validation of a brand equity measurement scale tailored for the Premier League in the Chinese market. A multi-dimensional measurement model for the league’s brand equity was conceptualised. Using two sample sets from Chinese consumers of the league, the proposed measurement scale was tested by exploratory factor analysis and confirmatory factor analysis, respectively. As a result, a sound measurement scale comprising four brand equity dimensions, underpinning by 24 items was proposed. This paper extends existing knowledge by presenting empirical support for the measurement model for brand equity of the Premier League in the Chinese market.</p>