Public awareness and brand image of women’s niche sport : analysing ringette’s attractiveness in the Finnish sport marketing environment

Abstract

This study examines how structural visibility and audience touchpoints influence brand awareness, image, and attractiveness in women’s niche sports, using ringette as an empirical case. Building on the Consumer-Based Brand Equity (CBBE) framework, the research applies a mixed-methods approach (N = 373). Quantitative data were analysed using regression and group comparisons, supplemented by qualitative insights from an expert interview and open-ended survey responses.

The findings indicate that brand awareness and image strongly predict attractiveness, with image emerging as the most significant factor (R² = 0.66). While structural visibility lacked a statistically significant relationship with brand constructs, audience touchpoints, specifically interpersonal networks and social media, proved critical in shaping perceptions. The results suggest that limited growth is driven by restricted accessibility rather than negative perceptions. The study emphasises the importance of consistent, high-quality touchpoints for brand development in low-visibility contexts.