Assessing the Causal Relationship Between Team Brand Identity, fans’ Identification with Football Team, and Team Brand Loyalty in Iran
SOREN Student Sports & Health Open Researches e-Journal: New-Approaches,
Vol. 2 No. 4 (1400),
15 March 2022
https://doi.org/10.22037/soren.v5i2.37924
Abstract
Background and aim: In today's football, paying attention to the identity of the team brand, fans’ identification, and loyalty to the team brand has found special importance and position. Therefore, it is necessary in our country to change the view of the managers of football clubs on this important and influential issue, and to make strategic plans to attract more fans and gain more support from their favorite clubs and teams. Therefore, in this study, the causal relationship between team brand identity, fans’ identification with team, and brand loyalty has been investigated.
Methods: This research is applied in terms of purpose and the method of data collection is descriptive-survey using theoretical studies and a questionnaire. Structural equation modeling (SEM) was used to test research hypotheses and determine structural linear relationships in the research model. Statistical operations were performed at a significant level of p < 0.05 and SPSS and LISREL software were used for data analysis.
Results: The results of this study showed that the clubs of the Iranian Football Premier League, by considering and strengthening the brand identity of their clubs, can increase the attractiveness of the brand identity for their fans.
Conclusion: In this way, football clubs can benefit from fans who support their favorite team in any situation, regardless of the result and at any time of the season.
- Team Brand Identity
- Fans’ Identification
- Team Brand Loyalty
- 2025-11-10 (2)
- 2024-07-20 (1)
How to Cite
References
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