The effect of open innovation on brand authenticity of football clubs through the mediation of brand image

Subject Areas : Innovation in Sports Management

amir derakhshan ¹ , mehdi kohandel ² , Hossein Abdulmalek ³ , said namat khalifeh ⁴

1 - PhD student of Physical Education Department, Karaj Branch, Islamic Azad University, Karaj, Iran
2 - Associate Professor, Department of Physical Education, Karaj Branch, Islamic Azad University, Karaj, Irany, Karaj, Iran
3 - Associate Professor, Department of Physical Education, Karaj Branch, Islamic Azad University, Karaj, Iran
4 - Associate Professor, Department of Physical Education, Karaj Branch, Islamic Azad University, Karaj, Iran

Received: 2023-10-12 Accepted : 2023-10-24 Published : 2024-01-18

Keywords: Sports Marketing, open innovation, brand authenticity, football clubs, Brand Image,

Abstract :

The purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structural equation method. The statistical population consisted of fans of football clubs in the active leagues of the country. In order to collect the necessary information from the open innovation questionnaires of Peter et al. the social network marketing questionnaire of Kim et al. (2017), the brand authenticity questionnaire. Kadiro (2010) Zinodin et al.'s value creation questionnaire (2012) (α=0.89) and Ulrich's mental image questionnaire (2009) were used. 500 questionnaires were distributed and 428 questionnaires were analyzed. In order to analyze the data, descriptive methods and structural equation models and post hoc analyzes were used using Spss and Lisrel software. The findings showed that the model of the impact of open innovation and social media marketing on the brand authenticity of football clubs with the mediation of value creation and brand mental image has a good fit and is meaningful. As a result, it can be said that open innovation and social media marketing have a significant effect on the originality of the brand of football clubs and can contribute to the value creation and mental image of the brand, and therefore it is necessary for football clubs to pay attention to maintaining their unique and distinct identity from other clubs. and formulate an executive plan for this purpose.