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This study aims to propose a new construct – prodigality and develop a measurement scale to support the construct.

Combining the paradigms of Churchill, Malhotra and Birks, the item generation and content validity yielded the development of a modified scale. Three main steps in assessment of the scale: dimensional structure, reliability and validity led to the development of a prodigality scale. A total of 32 items were generated, through assessing Qur’anic verses that are related to Muslim consumption patterns linked to in Islam.

In total, 23 items remained after content validity. A pre-test using exploratory factor analysis on the 23-item scale created a two-factor scale. According to extracted validity and reliability scores, prodigality scale was statistically supported. A pool of nine items is proposed for the eventual measurement of the prodigality.

The proposed measurement scale warrants further exploratory study. Future research should assess the validity across different Muslim geographies and Islamic schools of thought and practice.

Prodigality is proposed as a new construct that focuses primarily on the Qur’an and seeks to achieve relevance and acceptance by both Sunni and Shia denominations. The measurement scale is believed to extend the existing body of literature and contribute new knowledge on Muslim consumption.

Sport teams not only compete with other teams for the ultimate prize but also for a share of customer mind space. For winning fan loyalty and resultant economic success, management of sport teams need to focus on team-branding, and thus, developing and measuring a team’s brand equity becomes essential, which is the core purpose of this paper.

Current work builds upon previous efforts to develop a reliable and, more importantly, a parsimonious sport team brand-equity (STBE) index, as opposed to the usual multi-dimensional reflective scales, too complicated and not of much use to practitioners.

The authors propose that the STBE index having eight indicators is enough to capture the full domain of the concept and provide a snapshot about the ability of a team’s administration to create strong emotional bonds with its fans.

Apart from demographics of the respondents, an important drawback is that the STBE index is from the perspective of television or online viewers and not those watching live in stadiums. This work contributes to extant sports brand equity literature by proposing a simpler scale made of casual variables, as opposed to reflective scales running into large number of similar items, a first of its kind in this domain. The authors also are able to forward the growing call for developing more of such scales through this effort.

Not only can the present scale be easily used by sport-marketers and researchers, it will be especially useful for marketing managers who want to associate their brands with sport teams, as it affects performance of their own brand.

The work represents a novel effort for developing a team-based brand equity and, to the authors’ knowledge, has not been attempted in this literature before.