Akbar Jaberi; asma fekrat; morad Hosseini
Abstract
The aim of the current study was to study the partial role of self-definitional needs in the brand equity of football clubs in Iranian pro league with the mediating effect of fan-team identification. The research was a descriptive–correlative and a practical study. The research population consisted ...
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The aim of the current study was to study the partial role of self-definitional needs in the brand equity of football clubs in Iranian pro league with the mediating effect of fan-team identification. The research was a descriptive–correlative and a practical study. The research population consisted of football fans of popular teams in pro league of IRAN, and 245 fans were studied through purposive sampling. The research tool was a combination of standard questionnaires and the reliability of questionnaire was confirmed according to Choronbach’s alpha and the validity was verified by conducting face, content and structural validity. The conceptual framework of the current study was a model including self-definitional needs, fan-team identification, as well team brand equity. To measure the validity and fitness of the model, and testing the research hypotheses, Structural Equations Modeling (SEM) has been applied by using AMOS22. The findings demonstrated that “Self-definitional needs” had positive and significant effect on “fan-team identification” and “brand equity”. “Fan-team identification” was also a significand predictor for “team brand equity”. The findings of this research can provide effective agenda for the branding of the football teams in pro league of IRAN.
