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Jaberi, Akbar, Sajjadi, Nasrollah, Khabiri, Mohammad. (1404). The Effect of Team Brand Identity, Self-definitional Need, and Fan-team Identification on Developing the Brand Equity of Football Clubs in Iranian Pro League. سامانه مدیریت نشریات علمی, (), -. doi: 10.22098/rsmm.2025.16600.1443
Akbar Jaberi; Nasrollah Sajjadi; Mohammad Khabiri. "The Effect of Team Brand Identity, Self-definitional Need, and Fan-team Identification on Developing the Brand Equity of Football Clubs in Iranian Pro League". سامانه مدیریت نشریات علمی, , , 1404, -. doi: 10.22098/rsmm.2025.16600.1443
Jaberi, Akbar, Sajjadi, Nasrollah, Khabiri, Mohammad. (1404). 'The Effect of Team Brand Identity, Self-definitional Need, and Fan-team Identification on Developing the Brand Equity of Football Clubs in Iranian Pro League', سامانه مدیریت نشریات علمی, (), pp. -. doi: 10.22098/rsmm.2025.16600.1443
Jaberi, Akbar, Sajjadi, Nasrollah, Khabiri, Mohammad. The Effect of Team Brand Identity, Self-definitional Need, and Fan-team Identification on Developing the Brand Equity of Football Clubs in Iranian Pro League. سامانه مدیریت نشریات علمی, 1404; (): -. doi: 10.22098/rsmm.2025.16600.1443

The Effect of Team Brand Identity, Self-definitional Need, and Fan-team Identification on Developing the Brand Equity of Football Clubs in Iranian Pro League

Research in Sport Management and Marketing
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 19 مهر 1404
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2025.16600.1443
نویسندگان
Akbar Jaberi* 1؛ Nasrollah Sajjadi2؛ Mohammad Khabiri3
1Department of sport management, Shahid Bahonar University of Kerman, Kerman, Iran.
2Professor, University of Tehran, Tehran, Iran.
3Department of Kinesiology, Brooklyn College, City University of New York, US.
چکیده
Purpose: The aim of the current study was to study the effect of brand identity, self-definitional need, and fan-team identification on brand equity of football clubs in pro league of IRAN.

Method: This study was a descriptive–correlative and a practical research. The research population consisted of selected clubs in pro league of IRAN , and 430 fans were studied through random sampling. The research tool was a combination of standard questionnaires and the reliability of questionnaire was confirmed according to Cronbach'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 brand identity, 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 AMOS20.

Results: The findings demonstrated that “Team identity” had positive and significant effect on “fan-team identification” and “brand equity”. “Self-definitional needs” had also positive and significant effect on “fan-team identification” and “team brand equity”. “Fan-team identification” was also a significant predictor for “team brand equity”.

Conclusion: Based on the research findings, developing the brand equity of football clubs in Iranian Pro League requires focusing on the psychological and social needs and expectations of fans. The findings of this research can provide effective insights for branding and facilitating the marketing process of football clubs in Iranian Premier League.
کلیدواژه‌ها
Branding؛ Football league؛ Identification؛ Self-definitional needs؛ Brand Identity
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تعداد مشاهده مقاله: 15


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