Designing a conceptual framework for fan-centered brand equity and examining the mediating role of emotional attachment to the brand in explaining the supportive behavior of fans of professional Iranian football clubs

Alashti, Mojtaba; Ghazvineh, MohammadHossein; Chaharbaghi, Zahra; Ghotnian, Sepideh; Ghorbani, Saeed

Designing a conceptual framework for fan-centered brand equity and examining the mediating role of emotional attachment to the brand in explaining the supportive behavior of fans of professional Iranian football clubs

Document Type : Research Paper

Authors

Mojtaba Alashti ¹

MohammadHossein Ghazvineh ²

Zahra Chaharbaghi ³

Sepideh Ghotnian ³

Saeed Ghorbani ³

¹ PhD student in Sports Management, Department of Physical Education and Sport Sciences, Isl.C., Islamic Azad University, Islamshahr, Iran

² Department of Physical Education and Sport Sciences, YI.C., Islamic Azad University, Tehran, Iran (Corresponding Author)

³ Department of Physical Education and Sport Sciences, Isl.C., Islamic Azad University, Islamshahr, Iran

Abstract

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.

Keywords

Brand equity

customer-centered

football club

Esteghlal

Persepolis