Evaluating the Dimensions of Brand Equity Among Fans of Two Popular Iranian Football Clubs
Keywords:
Brand equity, sports, football, fan, clubAbstract
Objective: The purpose of this study was to examine and evaluate the dimensions of brand equity—brand awareness, perceived quality, fan loyalty, and brand associations—among fans of Esteghlal and Persepolis football clubs and to determine the priority of factors influencing brand equity formation from the fans’ perspective.
Methodology: This applied research adopted a descriptive-survey design with field data collection. The statistical population consisted of all fans of Esteghlal and Persepolis football clubs. Considering the unlimited population size, the sample size was determined as 384 using Cochran’s formula, and 390 usable questionnaires were collected. Data were gathered using the Standard Spectator-Based Brand Equity (SBBE) questionnaire containing 49 items covering multiple brand equity dimensions. Face and content validity were confirmed by sport management experts, and reliability was verified with a Cronbach’s alpha coefficient of 0.89. Data analysis was conducted using descriptive statistics and nonparametric tests, including Friedman ranking test, Spearman correlation analysis, and exploratory factor analysis.
Findings: The Friedman test revealed significant differences among brand equity dimensions (χ²=451.880, p<0.001), with team history, identification, internalization, and commitment ranked as the most influential factors. Spearman correlation analysis indicated significant relationships between demographic variables and brand equity dimensions. Income level showed a significant negative relationship with social interactions and organizational attributes, television viewing frequency demonstrated a significant positive relationship with team performance and staff evaluation, and stadium attendance frequency showed a significant negative association with commitment and internalization. The results further indicated that fan loyalty, perceived quality, and emotional–identity attachment play dominant roles in strengthening brand equity.
Conclusion: The findings suggest that football club brand equity is shaped not only by athletic performance but primarily by historical legacy, social identity, fan attachment, and experiential interaction with the club; therefore, enhancing fan experience management, strengthening media engagement, and leveraging historical brand assets are essential strategies for sustainable sport brand development.
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Copyright (c) 2025 Mojtaba Alashti, Mohammad Hossein Ghazvineh, Zahra Chaharbaghi, Sepideh Ghotnian, Saeed Ghorbani (Author)
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