The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification
Purpose: This study aimed to assess the effect of brand association on the brand equity of the FC Persepolis football team with the mediating role of fan-team identification.Methodology: The present study is a quantitative, cross-sectional, and correlational study conducted in the field. The study&#...
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| Format: | Article |
| Language: | English |
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Alzahra University
2022-07-01
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| Series: | Sports Business Journal |
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| Online Access: | https://sbj.alzahra.ac.ir/article_6745_4f14c5ce2800f2b55512a8d3ca691f47.pdf |
| _version_ | 1797774620667936768 |
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| author | Farzaneh Mazloomi Soveini |
| author_facet | Farzaneh Mazloomi Soveini |
| author_sort | Farzaneh Mazloomi Soveini |
| collection | DOAJ |
| description | Purpose: This study aimed to assess the effect of brand association on the brand equity of the FC Persepolis football team with the mediating role of fan-team identification.Methodology: The present study is a quantitative, cross-sectional, and correlational study conducted in the field. The study's statistical population included football fans of the FC Persepolis football team in Iran. Based on Krejcie & Morgan’s table, 391 fans were selected through random sampling in Azadi stadium at 98th Derbi of Tehran. Washburn and Plank’s brand association questionnaire (2002), Yoo and Donthu’s brand equity Questionnaire (2001), as well as Mael and Ashforth’s fan-team identification Questionnaire (1992) were used to collect the research data. The validity of the research tool was calculated and confirmed based on content and structural validity, and the reliability was assessed according to Cronbach's alpha and composite reliability. After distributing the questionnaires, 391 valid questionnaires were completed, and structural equation modeling via PLS was used to test the research hypotheses.Findings: The results showed that brand association significantly affected brand equity (β= 0.39) and fan-team identification (β= 0.36). The results also confirmed the positive and significant effect of fan-team identification on the brand equity of the Persepolis football team (β= 0.41). Moreover, based on the Sobel test, brand association through fan-team identification had an indirect, positive, and significant effect on the brand equity of the Persepolis football team. The GOF index value also indicated the research model's proper fitness.Originality: This study is one of the limited research projects investigating the relationship among brand associations, team identification, and brand equity simultaneously as a comprehensive model in the Iranian sport context. |
| first_indexed | 2024-03-12T22:23:51Z |
| format | Article |
| id | doaj.art-79ffe3fa99a649b7bcc9e2d598471571 |
| institution | Directory Open Access Journal |
| issn | 2783-543X 2783-4174 |
| language | English |
| last_indexed | 2024-03-12T22:23:51Z |
| publishDate | 2022-07-01 |
| publisher | Alzahra University |
| record_format | Article |
| series | Sports Business Journal |
| spelling | doaj.art-79ffe3fa99a649b7bcc9e2d5984715712023-07-22T21:01:16ZengAlzahra UniversitySports Business Journal2783-543X2783-41742022-07-012212714410.22051/sbj.2022.41604.10476745The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team IdentificationFarzaneh Mazloomi Soveini0PhD in Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran.Purpose: This study aimed to assess the effect of brand association on the brand equity of the FC Persepolis football team with the mediating role of fan-team identification.Methodology: The present study is a quantitative, cross-sectional, and correlational study conducted in the field. The study's statistical population included football fans of the FC Persepolis football team in Iran. Based on Krejcie & Morgan’s table, 391 fans were selected through random sampling in Azadi stadium at 98th Derbi of Tehran. Washburn and Plank’s brand association questionnaire (2002), Yoo and Donthu’s brand equity Questionnaire (2001), as well as Mael and Ashforth’s fan-team identification Questionnaire (1992) were used to collect the research data. The validity of the research tool was calculated and confirmed based on content and structural validity, and the reliability was assessed according to Cronbach's alpha and composite reliability. After distributing the questionnaires, 391 valid questionnaires were completed, and structural equation modeling via PLS was used to test the research hypotheses.Findings: The results showed that brand association significantly affected brand equity (β= 0.39) and fan-team identification (β= 0.36). The results also confirmed the positive and significant effect of fan-team identification on the brand equity of the Persepolis football team (β= 0.41). Moreover, based on the Sobel test, brand association through fan-team identification had an indirect, positive, and significant effect on the brand equity of the Persepolis football team. The GOF index value also indicated the research model's proper fitness.Originality: This study is one of the limited research projects investigating the relationship among brand associations, team identification, and brand equity simultaneously as a comprehensive model in the Iranian sport context.https://sbj.alzahra.ac.ir/article_6745_4f14c5ce2800f2b55512a8d3ca691f47.pdfbrandingfootball teamssports brandssports fans |
| spellingShingle | Farzaneh Mazloomi Soveini The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification Sports Business Journal branding football teams sports brands sports fans |
| title | The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification |
| title_full | The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification |
| title_fullStr | The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification |
| title_full_unstemmed | The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification |
| title_short | The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification |
| title_sort | effect of brand association on brand equity of fc persepolis football team with the mediating role of fan team identification |
| topic | branding football teams sports brands sports fans |
| url | https://sbj.alzahra.ac.ir/article_6745_4f14c5ce2800f2b55512a8d3ca691f47.pdf |
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