A longitudinal analysis of the effects of conference realignment on college football brand equity

The purpose of this study was to develop a football brand equity measurement to determine changes in football brand equity for stable and migrating conference members in Division I football. This study included a total of 206 football teams participating in NCAA Division I football subdivisions that included 108 teams from the Football Bowl Subdivision (FBS) and 98 football teams from the Football Championship Subdivision (FCS). A longitudinal analysis design found that football brand equity changed in an upward trend over time from 2003 through 2012 for both FBS stable and FBS migrating football teams, whereas the trend for FCS stable and FCS migrating football teams was inconsistent over the same period of time. Repeated measures ANOVA were conducted and found that there was not a statistically significant difference in football brand equity between FBS stable and FBS migrating football teams. However, there was a statistically significant difference between FCS stable and FCS migrating football teams' brand equity. (Published By University of Alabama Libraries