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Jaberi, Akbar. (1402). Developing the Brand Equity of Football Clubs: The Partial Role of Identity Distinction, Identity Attractiveness, and Fan-Team Identification (Case Study: Iranian Premier Football League). جلوه هنر, 3(4), 13-28. doi: 10.22051/sbj.2023.42889.1073
Akbar Jaberi. "Developing the Brand Equity of Football Clubs: The Partial Role of Identity Distinction, Identity Attractiveness, and Fan-Team Identification (Case Study: Iranian Premier Football League)". جلوه هنر, 3, 4, 1402, 13-28. doi: 10.22051/sbj.2023.42889.1073
Jaberi, Akbar. (1402). 'Developing the Brand Equity of Football Clubs: The Partial Role of Identity Distinction, Identity Attractiveness, and Fan-Team Identification (Case Study: Iranian Premier Football League)', جلوه هنر, 3(4), pp. 13-28. doi: 10.22051/sbj.2023.42889.1073
Jaberi, Akbar. Developing the Brand Equity of Football Clubs: The Partial Role of Identity Distinction, Identity Attractiveness, and Fan-Team Identification (Case Study: Iranian Premier Football League). جلوه هنر, 1402; 3(4): 13-28. doi: 10.22051/sbj.2023.42889.1073

Developing the Brand Equity of Football Clubs: The Partial Role of Identity Distinction, Identity Attractiveness, and Fan-Team Identification (Case Study: Iranian Premier Football League)

Sports Business Journal
مقاله 1، دوره 3، شماره 4 - شماره پیاپی 8، بهمن 2023، صفحه 13-28    اصل مقاله (1.06 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.42889.1073
نویسنده
Akbar Jaberi*
Associate Professor in Sport Management, Department of Sport management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
چکیده
Purpose: The study aimed to develop the brand equity model of football clubs in the Iranian premier football league. We emphasized the partial role of identity distinction, attractiveness, and fan-team identification.
Methodology: The research method was quantitative, correlational, and practical. The participants consisted of football fans in the Pro League of Iran, and a sample of 450 fans was selected through random sampling in virtual pages attributed to chosen clubs. The research tool was a combination of standard questionnaires. Their content validity was verified using marketing experts' comments, and the structural validity was verified using confirmatory factor analysis. According to Cronbach's alpha equal 0/82, the questionnaire's reliability was confirmed. Structural Equations Modeling (SEM) by AMOS software has been applied to use the validity of the results.
Finding: The results showed that identity distinction and attractiveness significantly and positively affected fan-team identification. Fan identification also had a substantial and positive impact on brand equity. The effect of identity distinction and identity attractiveness on fan-team identification and fan-team identification on brand equity demonstrated the importance of psychological and social elements in football club branding.
Originality: Trying to make the identity of Iranian football clubs attractive and different can provide the necessary ground for the unity of the fans with the clubs and facilitate the branding by improving brand equity. This research can be one of the few studies conducted in the field of sports brands in Iran by combining identity distinction, identity attractiveness, fan-team identification, and brand equity as a comprehensive model.
کلیدواژه‌ها
Brand equity؛ Branding؛ Identification؛ Identity attractiveness؛ Identity distinction؛ Sports Brands
عنوان مقاله [English]
توسعه ارزش ویژۀ برند باشگاه‌های فوتبال: نقش نسبی تمایز هویت، جذابیت هویت، و هم‌هویتی هوادار-تیم (مطالعه موردی: لیگ برتر فوتبال ایران)
نویسندگان [English]
اکبر جابری
دانشیار مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.
چکیده [English]
هدف: هدف از انجام پژوهش حاضر توسعه مدل توسعۀ ارزش ویژۀ برند باشگاه‌های لیگ برتر فوتبال ایران با تأکید بر نقش نسبی تمایز هویت، جذابیت هویت و هم‌هویتیِ هوادار-تیم بود.
روش: روش انجام تحقیق حاضر کمّی -پیمایشی، از نوع همبستگی و با هدف کاربردی بود. جامعه آماری تحقیق شامل هواداران باشگاه­‌های منتخب لیگ برتر فوتبال ایران بودند که تعداد 450 نفر به عنوان نمونه آماری به طور تصادفی در صفحات مجازی منتسب به باشگاه‌های منتخب مورد مطالعه قرار گرفتند. ابزار تحقیق ترکیبی از پرسشنامه‌های استاندارد بود که روایی صوری و محتوایی آن با استفاده از نظرات متخصصان و روایی سازه با استفاده از تحلیل عامل تأییدی بررسی گردید. پایایی آن بر اساس آلفای کرونباخ معادل ۸۲/۰محاسبه و مورد تأیید قرار گرفت. برای سنجش روایی و برازش مدل از روش مدلسازی معادلات ساختاری با نرم‌افزار ایموس استفاده گردید.
یافته‌ها: یافته‌ها نشان داد که تمایز هویتِ برند و جذابیت هویت برند تأثیر مثبت و معناداری بر هم‌هویتیِ هواداران داشته است. هم‌هویتیِ هواداران نیز دارای تاثیر مثبت و معناداری بر ارزش ویژه برند بوده است. تأثیر تمایز هویتِ، جذابیت هویت بر هم‌هویتیِ هوادار-تیم و تأثیر هم‌هویتیِ هوادار-تیم بر ارزش ویژۀ برند، حاکی از اهمیت عناصر روانشناختی و جامعه‌­شناختی در فرایند برندسازی باشگاه‌های فوتبال بوده و نشان دهنده لزوم توسعه چنین رویکردی در حوزه­‌های پژوهش و اجرا می‌باشد.
اصالت و ابتکار مقاله: تلاش برای جذاب و متمایز ساختن هویت باشگاه‌های فوتبال ایران می‌تواند زمینه لازم را برای هم‌هویتی هواداران با باشگاه‌ها فراهم ساخته و برندسازی از باشگاه‌ها را از طریق افزایش ارزش ویژۀ برند تسهیل می‌کند. این تحقیق از معدود مطالعاتی محسوب می‌شود که در حوزه برندهای ورزشی در کشور ایران با ترکیب تمایز هویت، جذابیت هویت، هم­‌هویتی و ارزش ویژه برند در قالب یک مدل منسجم صورت گرفته است.
کلیدواژه‌ها [English]
ارزش ویژۀ برند, برندسازی, برند ورزشی, تمایز هویت, جذابیت هویت, هم‌هویتی
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آمار
تعداد مشاهده مقاله: 318
تعداد دریافت فایل اصل مقاله: 264


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