Understanding Brand Equity in Campus Recreational Sports: A Consumer-Based Perspective

The purpose of this study was to develop an understanding of brand equity in campus recreational sports by applying a consumer-based brand equity perspective. The study examined the relationships among attitudes toward advertising, word-of-mouth, past experiences, consumer-based brand equity, and brand loyalty in campus recreational sports. The findings of the study provide support for previous research which posits that marketing mix elements and consumer experiences influence consumer-based brand equity (Berry, 2000; Keller, 1993; Ross, 2006; Williams & Pedersen, 2012; Williams, Rhenwrick, Wright, Choi, Kim, & Vickey, 2014; Yoo & Donthu, 2001). In addition, the findings allow managers to gauge which antecedents contribute to consumer-based brand equity and aid in their selection of appropriate marketing strategies. Furthermore, the finding that brand equity has a positive relationship with brand loyalty supports previous research (Williams, Pedersen, & Walsh, 2012) and may be used as leverage for campus recreational sports departments who are seeking internal and external funding.