The Effect of Formulation of Persepolis Club Identity on Brand Equity in Iran Football Premier League

Subject Areas : Sport Sciences Quarterly

mojtaba ghorbani ¹ (دانشجوی دکتری گروه تربیت بدنی و علوم ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران)
mehdi naderinasab ² (استادیار گروه تربیت بدنی و علوم ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران)
ahmad raghamani ³ (استادیار گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران)

Received: 2020-10-11 Accepted : 2020-10-11 Published : 2020-05-21

Keywords: brand, Identity, brand equity, club,

Abstract :

The main aim of this study was to investigate those factors influencing theformation of Persepolis club identity on brand equity of this club. The aim ofthe study was applied and its methodology was descriptive-survey. The studypopulation consisted of football club fans at Azadi stadiums in Tehran, ImamReza in Mashhad, Yadegar Imam in Tabriz, Naghsh Jahan in Isfahan, Ghadirin Ahvaz with the geographical distribution (regions) in 2017-2018 premierleague. The questionnaires were distributed in these stadiums. The samplingmethod was quota-convenience. A researcher-made questionnaire consistingof 48 items was used to collect data. Its face and content validity wasconfirmed by sport management and economics professors and its Cronbach'salpha was 0.927. Stepwise multiple regression, one-sample t test andFriedman test were used for data analysis. From the viewpoints of the sample(fans), the highest rank was related to general experience among the meanproposed items and the lowest rank was related to stars and the team historyamong the factors. The findings of the study indicated that subscales relatedto stars and team history had the highest factor loading