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Mazloomi Soveini, Farzaneh. (1401). The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification. جلوه هنر, 2(2), 127-144. doi: 10.22051/sbj.2022.41604.1047
Farzaneh Mazloomi Soveini. "The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification". جلوه هنر, 2, 2, 1401, 127-144. doi: 10.22051/sbj.2022.41604.1047
Mazloomi Soveini, Farzaneh. (1401). 'The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification', جلوه هنر, 2(2), pp. 127-144. doi: 10.22051/sbj.2022.41604.1047
Mazloomi Soveini, Farzaneh. The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification. جلوه هنر, 1401; 2(2): 127-144. doi: 10.22051/sbj.2022.41604.1047

The Effect of Brand Association on Brand Equity of FC Persepolis Football Team with the Mediating Role of Fan-Team Identification

Sports Business Journal
مقاله 8، دوره 2، شماره 2 - شماره پیاپی 4، مهر 2022، صفحه 127-144    اصل مقاله (871.29 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2022.41604.1047
نویسنده
Farzaneh Mazloomi Soveini*
PhD in Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran.
چکیده
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.
کلیدواژه‌ها
Branding؛ Football Teams؛ Sports Brands؛ Sports Fans
عنوان مقاله [English]
تأثیر تداعی برند بر ارزش ویژة برند تیم فوتبال پرسپولیس تهران با نقش میانجی همذات‌پنداری هوادار-تیم
نویسندگان [English]
فرزانه مظلومی سوینی
دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران.
چکیده [English]
هدف: هدف از مطالعه حاضر، بررسی تأثیر تداعی برند بر ارزش ویژه برند تیم  فوتبال پرسپولیس تهران با نقش میانجی همذات‌پنداری هوادار-تیم بود.
روش: پژوهش حاضر یک مطالعه کمی، مقطعی و همبستگی بوده که به صورت میدانی انجام گرفته است. جامعه آماری پژوهش شامل هواداران تیم  فوتبال پرسپولیس در لیگ برتر فوتبال ایران بوده است. بر اساس جدول کرجسی و مورگان، 391 نفر از هواداران تیم  فوتبال پرسپولیس تهران با استفاده از روش نمونه‌گیری تصادفی در ورزشگاه آزادی تهران در داربی نود و هشتم به عنوان نمونه آماری انتخاب شدند. از پرسشنامه تداعی برند واشبورن و پلانک (1995)، پرسشنامه ارزش ویژه برند یو و دانته (2001) و پرسشنامه همذات‌پنداری میل و اشفورث (1992) جهت گردآوری داده‌های مرتبط با تحقیق استفاده شد. جهت بررسی روایی از روایی سازه و محتوا استفاده گردید و پایایی ابزار نیز با استفاده از الفای کرونباخ و پایایی ترکیبی مورد تأیید قرار گرفت. پس از توزیع پرسشنامه‌ها، تعداد 391 پرسشنامه بصورت کامل و صحیح گردآوری گردید و جهت آزمون فرضیات تحقیق، آزمون مدل‌یابی معادلات ساختاری با استفاده از PLS به کار گرفته شد..
یافته‌ها: نتایج نشان داد که تداعی برند هم بر ارزش ویژه برند (39/0=β) و هم بر همذات‌پنداری هوادار-تیم (36/0=β) تأثیر معناداری داشته است (41/0=β). براساس نتایج، تأثیر همذات‌پنداری هوادار-تیم نیز بر ارزش ویژه برند تیم  فوتبال پرسپولیس تهران مثبت و معنادار گزارش گردید.  بر اساس آزمون سوبل نیز تداعی برند از طریق همذات‌پنداری هوادار-تیم دارای تأثیر غیرمستقیم، مثبت و معناداری بر ارزش ویژه برند تیم فوتبال پرسپولیس تهران بوده است. مقدار شاخص GOF نیز حاکی از برازش مطلوب مدل پژوهش بوده است.
اصالت و ابتکار مقاله: این مطالعه از معدود تحقیقاتی محسوب می‌شود که با ترکیب مفاهیم روانشناختی و بازاریابی به بررسی رابطه بین تداعی برند، همذات‌پنداری هوادار-تیم و ارزش ویژه برند به‌طور همزمان در قالب یک مدل جامع در حوزه ورزش ایران پرداخته است. 
کلیدواژه‌ها [English]
برندسازی, برندهای ورزشی, تیم‌های فوتبال, هواداران ورزش
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آمار
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