Designing a Model of Brand Equity for Sports Industry of Iran: Football Premier League (A Case Study)

Abstract

Today's sports have been affected by the globalization process in the world, particularly in Asia. The sports organizations are undergoing major changes. So, professional football is becoming a distinct business in this continent including Iran. Regarding this issue and the importance of brand equity in the economic success of clubs, this research has been conducted to designing a model of brand equity. Using descriptive analytic methods, the quantitative data were collected from various sources. The population consisted of 10 experts and all spectators of 6 Premier League Teams who were present at the stadium. The sample size was 720 subjects who were randomly and equally selected from the fans. Based on the perspectives of brand equity and using the views of experts and fans, finally, the researchers provided a model of brand equity for teams in the Football League in season of 2012-2013. Using factor analysis and structural equation model, the dimensions of brand equity of Football according to their factor loading included: brand loyalty (0.96), brand awareness (0.93), brand Associations (0.89), and perceived quality (0.74).