The Impact of brand identity on brand equity of Iranian Football League clubs
Subject Areas : Sustainable Development
mojtaba ghorbany asiabar
1
,
Mehdi Naderinasab
2
,
Ahmad Rahchamani
3
1 - PhD Student, Department of Physical Education and Sport Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Assistant Professor, Department of Physical Education and Sport Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran (Correspondence Officer)
3 - Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Keywords: brand, Identity, brand equity, club,
Abstract :
The main goal of this study was to examine the factors influencing the formation of identity on the brand equity of the clubs of the Iranian Premier League. The purpose of the research was applied and its method was descriptive-survey. The research area of the fans of the Iranian Football League clubs at Azadi Stadium in Tehran, Imam Reza (AS) Mashhad, Yadagh Imam (PBUH) Tabriz, The role of Jahan Isfahan, Ghadir of Ahwaz on soccer clubs with geographical distribution (regional) in Premier League 97-96 was conducted and questionnaires distributed at these stadiums. The quota-sampling method was unpredictable. The instrument was a researcher-made questionnaire consisting of 48 questions. Its face and content validity was confirmed by the professors of sports and economics management, and its Cronbach's alpha was 927. For analysis, SPSS v22 software and Smart-PLS software have been used. The highest rank among the average questions from the perspective of the samples (fans) was related to management and also the lowest rank among the factors from the viewpoint of the fans to the stars and the team's individual experience. The findings of this research indicate that the sub-scales related to management and facilities are of the highest importance. These findings are consistent with earlier Ross (2012) research findings. Funk and James (2010) and Keats et al. (2016) concluded in their previous study that these two measures are effective on brand strength.
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