Document Type : Research Paper
Authors
1 Associate professor of sport management in Shahid Bahonar University of Kerman
2 MSc in sport management, Shahid Bahonar University of Kerman
Abstract
Introduction: The aim of the current study was to study the partial role of brand identity and self-definitional needs in the brand image of football clubs in pro league of IRAN.
Methods: The research was a descriptive–correlative and practical . The research population consisted of fans of popular football clubs in pro league of IRAN, and 341 fans were studied through purposive sampling approach. The research tool was a combination of standard questionnaires and the reliability of questionnaire was confirmed by Choronbach’s alpha and the validity was verified by conducting face, content and structural validity. The conceptual framework of the study was a model including brand identity, self-definitional needs, as well as brand image. To measure the validity and fitness of the model, and testing the research hypotheses, Structural Equations Modeling (SEM) has been applied by using AMOS22.
Results: The findings demonstrated that “Brand identity” had positive and significant effect on “Brand image” and “Self-definitional needs”. “Self-definitional needs” had also positive and significant effect on “Brand image”. The results also showed that “Brand identity” indirectly and through “Self-definitional need” is effective on the “brand image” of football teams in Iranian pro league.
Conclusion: According to the findings of the research, paying attention to the psychological and internal needs of fans as self-definitional needs along with the establishing efficient brand identity can play an important role in the process of creating an effective image in the minds of the fans.
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