Index of Paper Presentations for the Parallel Sessions - Academy of ...

eliability values were also found to be satisfactory which helps us to conclude that the scales are also reliable. Thestandardized factor loadings of each of the measured variables was as per the recommended value and greater than0.5. These empirical results support for the convergent validity of the scales. For checking the discriminant validityof the scales, the square root of the average variance extracted of each latent variable was taken and it was found tobe larger than the correlation coefficients of the same indicating the discriminant validity of the scales.Overall, the measurement model after modifications was believed to be appropriate given the proof of good modelfit, reliability, convergent validity and discriminant validity. After validating the reliability and validity of themeasurement model we proceeded with the specification of the structural model.Structural ModelThe structural model was specified based on the spectator based brand equity theory. We hypothesized brandassociations (5 dimensions) and brand awareness (2 dimensions) as the higher-order constructs which consists ofseven dimensions as brand mark, social interaction, team success, team history, and team rivalry for brandassociations and team identification and team internalization for brand awareness. The structural linkages are freedand the factor loading of one indicator per construct to a value of unity is fixed for testing the structural model. Errorterms are not allowed to correlate with each other and all the measured items are allowed to load on only oneconstruct each.Assessing Structural Model ValidityThe structural model was tested with the same sample (n = 220) resulting in the following model fit results: chisquare value (df = 161) = 246.50; CFI = 0.951; TLI = 0.942; GFI = 0.841; AGFI = 0.898; and RMSEA = 0.051. Itwas observed that the social interaction was found to be statistically insignificant (P>0.05) and the standardizedfactor loading for two of the measured variable of social interaction was below the cut-off level of 0.5. It wassuggested for making some modifications in the existing SBBE model.Model ModificationsIt was decided to drop social interaction from the SBBE model and emphasis thus shift for finding a better fittingmodel, which we believe to exist. During the qualitative study we had observed that though people love to watchtheir favorite teams and favorite players playing inQuickTime and adecompressorare needed to see this picture.IPL though they don‟t feel like being a very important part of the team nor do they believe that the team (s) givesthem a reason to spend time with their friends or relatives. The results for the modified model shows that the modelfits the data as all the model fit indices were as per the recommended values. The goodness of fit indices for themodified SBBE model, as shown in table 1, were: chi square value (df = 111) = 155.629; CFI = 0.971; TLI = 0.964;GFI = 0.959; AGFI = 0.932; and RMSEA = 0.044. Figure 1 shows the structural model for the modified SBBEmodel.