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ABSTRACT

Despite sporting events’ popularity, concern is lacking in relation to maintaining relationships between fans and sports organizations. Just as companies rely on customers, sports organizations rely on their fans. The present study attempts to establish factor structure among constructs, including perceived value, satisfaction, brand equity, and behavioral intentions as related to a college football team in US. Data was obtained from 390 students at a Southeastern public university with a moderately successful football team. Exploratory factor analysis was performed to identify measurement scale’s structure for sports spectatorship. Four factors were extracted, explaining 70.3% of the variance. Cronbach’s alpha scores were meaningful statistically for all factors. For academic researchers and marketing executives of sports organizations, the research findings provide several implications about enhancing relationships with fans. Theoretical and practical considerations for the conceptual structure’s advancement are discussed along with this study’s limitations and suggestions for future studies.

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