The Effect of Brand Identity on the Brand Prestige of Football Clubs in Iranian Premier League with the Mediating Role of Fan-Team Identification

Articles in Press

Document Type : Original Article

Authors

1 Associate Professor of Sport Management, Shahid Bahonar University of Kerman, Kerman, Iran

2 Assistant Professor of Physical Education and Sport Science, Shahid Bahonar University of Kerman, Kerman, Iran

Abstract

Purpose: Given the significance of perceived prestige in sport industry, the aim of the current research was to study the effect of team brand identity in developing the brand prestige of football clubs in Iranian premier league with the mediating role of fan-team identification.

Method: The current research was a descriptive-correlational and applied study conducted in the field. The research population included the fans of the popular football clubs in Iranian premier league. 374 football fans were purposefully investigated as the research sample. The research tool was a combination of valid and reliable standard questionnaires. The reliability was confirmed using Cronbach's alpha and the validity was confirmed using content, face, and construct validity. In order to measure the validity and fitness of the model and to test the hypotheses, structural equation modeling was used via AMOS version 22.

Results: The findings revealed that "brand identity" has a positive and significant effect on "fan-team identification" and "brand prestige". "fan-team identification" was also a significant predictor for "brand prestige". The results also demonstrated that "brand identity" indirectly and through "fan-team identification" is effective on the brand prestige of football clubs in Iranian premier league.

Conclusion: According to the research findings, by providing attractive identity for football clubs and developing the identification of fans with their popular teams, the football clubs can be perceived as more prestigious brands by the fans. More prestigious football clubs have this opportunity to get more chance for attracting loyal fans and generating more income in marketing process.

Keywords

Research in Sport Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 07 April 2025

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