Main Article Content
The formation of sport team brand equity was studied by testing the social identity- brand equity (SIBE) model in the context of fans of Thai professional football clubs. The model proposes the marketplace characteristics used to enhance one’s social identity, which is presumed to have a positive influence on team brand equity. Professional football teams in Thailand were the focus because of the increasing numbers of football fans, more money circulating in the market, and the high competitive advantage of teams. A paper-based survey was administered to 755 football fans of four professional football teams in the Thai Premier League. The questionnaire consisted of separate parts covering demographic data and market constructs using 5-point scales. A structural equation model was applied to test the research hypotheses. The results were gathered through confirmatory factor analysis which was adjusted into five dimensions: ritual and tradition, team management, experience, coach and manager, and facilities and venue. In addition, a standard multiple regression analysis revealed the relationships among dimensions. The prediction of brand equity by direct and indirect effects was tested. The findings suggested managerial implications; for example, the need for activity creation and for events involving fans to build a strong fan identity, and enhancement of the levels of team brand equity for Thai professional football clubs.