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Original Research

THE EFFECTS OF MATCH-VIEWING EXPERIENCE, BRAND PERCEPTION AND BRAND EMOTION ON FANS' INTENTION TO SUSTAIN CONSUMPTION BEHAVIOUR IN THE CHINESE PROFESSIONAL BASKETBALL LEAGUE

ZONGYEZI TAN 1, PARINYA KWANMUANGVANICH 2, SUJINTANA BOONTAVEE 3, and PEERANTHON SEANSOOK 4.

Vol 19, No 11 ( 2024 )   |  DOI: 10.5281/zenodo.14747203   |   Author Affiliation: 1Doctor of Philosophy Program Student, Sport Management, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand. Email: s64584950012@ssru.ac.th. 1; Sport Management, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand. Email: parinya.kw@ssru.ac.th. 2; and College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand. E-Mail: 3sujintana.bo@ssru.ac.th, 4peeranthon.sa@ssru.ac.th 3,4.   |   Licensing: CC 4.0   |   Pg no: 712-719   |   Published on: 30-11-2024
Abstract

This study examines the impact of viewing experience, brand perception, and brand emotion on fans’ sustained

consumption intentions in the Chinese Basketball Association (CBA). Using the S-O-R framework and structural

equation modeling, findings reveal that viewing experience positively influences brand perception (β=0.65) and

brand emotion (β=0.76), with brand emotion showing a stronger mediating effect (indirect effect=1.049).

Emotional engagement is critical for fostering fan loyalty, as positive experiences enhance brand awareness,

strengthen emotional ties, and drive repeat viewing and promotional behaviors. Recommendations include

modernizing facilities, enriching in-game interactivity, offering personalized services, and leveraging AI and big

data for improved ticketing and fan insights. Strengthening branding through storytelling, cross-industry

collaboration, and social media engagement can further enhance emotional resonance. This study provides

actionable insights for CBA and similar leagues to boost fan engagement and market position through innovation

and emotional connection.

Keywords

Match-Viewing Experience, Brand Emotion, Brand Perception, Fans' Intention to Sustain Consumption Behaviour, Chinese Professional Basketball League.

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