نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، واحد اسلامشهر، دانشگاه آزاد اسلامی، اسلامشهر، ایران
2 گروه تربیت بدنی و علوم ورزشی، واحد یادگار امام خمینی (ره) شهر ری، دانشگاه آزاد اسلامی، تهران، ایران. (نویسنده مسئول)
3 گروه تربیت بدنی و علوم ورزشی، واحد اسلامشهر، دانشگاه آزاد اسلامی، اسلامشهر، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Introduction: This study aimed to design a conceptual framework for fan-centered brand equity and to investigate the mediating role of emotional attachment to the brand in explaining the supportive behavior of fans of professional Iranian football clubs, focusing on two popular clubs, Esteghlal and Persepolis of Tehran.
Methods: This study analyzed data collected through a standard questionnaire with a quantitative approach and using parametric and nonparametric statistical methods. The statistical population included football fans present in stadiums and fans of Esteghlal and Persepolis clubs in Tehran. The data collection tool was a questionnaire including constructs related to fan-centered brand equity (awareness, association, judgment, emotions, commitment, identification, attitudinal and behavioral loyalty) as well as demographic variables (age, gender, marital status, education level, income, and stadium attendance status). The tests used included confirmatory factor analysis (CFA) to assess the validity and reliability of the constructs, Friedman test to prioritize the factors affecting FBBE, and Spearman correlation test to analyze the relationship between demographic variables and brand equity dimensions.
Results: The results of confirmatory factor analysis confirmed the desirable validity and reliability of the studied constructs. Among the different dimensions, "club history and heritage" and "fan value judgments" (including performance quality and game attractiveness) had the highest priority in the formation of fan-centered brand equity in these clubs.
Conclusion: This study succeeded in developing a localized conceptual framework of fan-centered brand equity for Iranian football clubs and identified its key components.
کلیدواژهها [English]
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