year 9, Issue 2 (Summer 2021)
Ann Appl Sport Sci 2021, 9(2): 0-0 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Mohammadi Argi A, Ehsani M, Norouzi Seyed Hossini R, Saffari M. The Role of Brand Authenticity on Brand Equity of Football Clubs with the Mediating Role of Brand Personality. Ann Appl Sport Sci 2021; 9 (2)
URL: http://aassjournal.com/article-1-925-en.html
URL: http://aassjournal.com/article-1-925-en.html
1- Department of Physical Education, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran
2- Department of Physical Education, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran ,ehsani@modares.ac.ir
2- Department of Physical Education, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran ,
Abstract: (4581 Views)
Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them.
Objectives. The purpose of this study was to focus on the role of brand authenticity with the mediating role of brand personality on the brand equity of Persepolis Club.
Methods. In this regard, a descriptive research method of survey was used. The statistical population of the present study consisted of all spectators of the Persepolis team. In this study, the available sampling method was used and the sample consisted of 410 fans of Persepolis Club. The Instrument used in the present Research is three questionnaires of brand authenticity, brand personality, and brand equity, all of which have validity and reliability. In order to investigate the direct and indirect effects of brand authenticity on brand equity, Structural Equation Modeling (SEM) was used.
Results. The research findings showed that brand authenticity affects brand equity (0.67) and brand personality (0.54). Brand personality affects brand equity (0.34) and brand personality mediates the relationship between brand authenticity and brand equity (0.12).
Conclusion. Based on the results, it can be concluded that the managers of Persepolis Club should increase the brand authenticity by establishing the club museum as well as the club store and planning on the unique features of the club, such as the number of champions, the large fan community, etc., and thus increase their brand equity.
Objectives. The purpose of this study was to focus on the role of brand authenticity with the mediating role of brand personality on the brand equity of Persepolis Club.
Methods. In this regard, a descriptive research method of survey was used. The statistical population of the present study consisted of all spectators of the Persepolis team. In this study, the available sampling method was used and the sample consisted of 410 fans of Persepolis Club. The Instrument used in the present Research is three questionnaires of brand authenticity, brand personality, and brand equity, all of which have validity and reliability. In order to investigate the direct and indirect effects of brand authenticity on brand equity, Structural Equation Modeling (SEM) was used.
Results. The research findings showed that brand authenticity affects brand equity (0.67) and brand personality (0.54). Brand personality affects brand equity (0.34) and brand personality mediates the relationship between brand authenticity and brand equity (0.12).
Conclusion. Based on the results, it can be concluded that the managers of Persepolis Club should increase the brand authenticity by establishing the club museum as well as the club store and planning on the unique features of the club, such as the number of champions, the large fan community, etc., and thus increase their brand equity.
Full-Text [PDF 503 kb]
(2099 Downloads)
APPLICABLE REMARKS
APPLICABLE REMARKS
- Brand equity makes the fans loyal.
- The components of brand Authenticity are very important in creating a brand personality and brand equity, so Persepolis Club can improve its brand personality and increase brand equity by planning on these components such as history, fan communities, etc.
- It is recommended that Persepolis Club establish its own museum. The establishment of the club museum shows the history and authenticity of the club brand.
- It is recommended that Persepolis Club, by strengthening its fan base, control and guide their communities.
Type of Study: Original Article |
Subject:
Sport Management and its related branches
Received: 2020/08/1 | Accepted: 2020/10/6
Received: 2020/08/1 | Accepted: 2020/10/6
References
1. Kim S, Elisavet Manoli A. Building team brand equity through perceived CSR: the mediating role of dual identification. J Strategic Market. 2020. [DOI:10.1080/0965254X.2020.1795912]
2. Manoli AE. Brand capabilities in English Premier League clubs. Europe Sport Manage Quarter. 2020;20(1):30-46. [DOI:10.1080/16184742.2019.1693607]
3. Wang MCH, Tang YY. Examining the antecedents of sport team brand equity: A dual-identification perspective. Sport Manage Rev. 2018;21(3):293-306. [DOI:10.1016/j.smr.2017.07.010]
4. Kunkel T, Doyle JP, Funk DC. Exploring sport brand development strategies to strengthen consumer involvement with the product - The case of the Australian A-League. Sport Manage Rev. 2014;17:470-483. [DOI:10.1016/j.smr.2014.01.004]
5. Kaynak E, Gulberk G, Ekrem T. An integrative framework linking brand associations and brand loyalty in professional sports. Brand Manage. 2008;15(5):336-357. [DOI:10.1057/palgrave.bm.2550117]
6. Rădulescu C, Hudea OS. Econometric modelling of the consumer's behavior in order to develop brand management policies. Econom Res Ekonomska Istraživanja. 2018;31(1):576-591. [DOI:10.1080/1331677X.2018.1442232]
7. Gutiérrez Rodríguez P, Cuesta Valiño P, Vázquez Burguete JL. The effects of corporate social responsibility on customer-based brand equity: Spanish hypermarket case. Economic Research-Ekonomska istraživanja. 2017;30(1):290-301. [DOI:10.1080/1331677X.2017.1305797]
8. Hosseini H. Reviewing the influence of the Company Image on Consumer Attitudes towards Brand Expansion (Case Study: providing cellphone services by Apple company), Master's Thesis, University of Tehran, Qom College. 2012.
9. Kim Y, Kyoum T, G. A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. J Sport Manage. 2011;25:57-69. [DOI:10.1123/jsm.25.1.57]
10. Mahmoud Hosseini M, Abolfazli SA, Rahimi Heleri M. Studying the influence of brand equity on consumer response (Case study: Iranol Company). Perspect Manage J. 2009;32:9-28.
11. Olsen SO. "Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty". J Academ Market. 2002. [DOI:10.1177/00970302030003005]
12. Lin LY. The Relationship of Consumer Personality Trait, Brand Personality and Brand Loyalty: An Empirical Study of Toys and Video Games Buyers. J Product Brand Manage. 2010;19(1):4-17. [DOI:10.1108/10610421011018347]
13. Aaker DA. Building strong brands.: Simon & Schuster; 1996.
14. Ahmadvand F. Ahmad SardariReviewing the influence of brand equity on consumers' responses, two scientific-research quarterly journals, Shahed University, 21st year - new volume2014.
15. Nam J, Ekinci Y, Whyatt G. Brand equity, brand loyalty, and consumer satisfaction. Annal Tourism Res. 2011;38(3):1009-1030. [DOI:10.1016/j.annals.2011.01.015]
16. Shams Al-Heroudi SH, Kamali Rad E, Derafsh R. Reviewing the Relationship between Brand Equity and Customer Loyalty with respect to the Mediating Role of Competitive Advantage and Customer Satisfactio. Manage Account Stud Quarter J. 2018;4(2):57-70.
17. Aaker DA. Managing Brand Equity: Capitalizing on the Value of a Brand Name, TheFree: Press N.Y; 1991.
18. Gladden JM, Funk DC. Developing an understanding of brand associations in team sport: empirical evidence from consumers of professional sport. J Sport Manage. 2002;16(1):54-81. [DOI:10.1123/jsm.16.1.54]
19. Underwood R, Bond E, Baer R. Building service brands via social identity: lessons from the sports marketplace. J Market Theory Pract. 2001;9(1). [DOI:10.1080/10696679.2001.11501881]
20. Gupta S, Melewar TC, Bourlakis M. Transfer of brand knowledge in business-to-business markets: A qualitative study. J Business Indust Market. 2010;25:395-403. [DOI:10.1108/08858621011058151]
21. Torabi Sedeh M. Investigating the effect of perceived customer's authenticity on brand choice using loyalty mediating variable, Master's Thesis, Payame Noor University, Karaj Branch.2016.
22. Rumiani M. Designing a Model of influence on Brand authenticity and Brand Equity on loyalty of watchers towards Brands in Iranian Premier Volleyball Club. Case Studies: Volleyball Club of Bank Sarmayeh Tehran. Master's thesis, Faculty of Physical Education and Sports Science, Shahid Rajaee Teacher Training University2018.
23. Asuncion HF. Collin Lewis Mathieu Brand authenticity leads to perceived value and brand trust. Europe J Manage Business Econom. 2019;28(3):222-238. [DOI:10.1108/EJMBE-10-2017-0027]
24. Zargham Borujeni H, Barzani H. Pathology of Iran Tourism Brand. Scientific-research quarterly journals of Modern Marketing Research, Third Year, First number2013. 63-80 p.
25. Kadirov D. "Brand Authenticity. Scale Development and Validation2010.
26. Aaker JL. "Dimensions of brand personality". J Market Res. 1997;34:34756.
https://doi.org/10.1177/002224379703400304 [DOI:10.2307/3151897]
27. Valette P, Guizani H, Merunka D. The impact of brand equity. J Business Res. 2011;64(1):24-28. [DOI:10.1016/j.jbusres.2009.09.015]
28. Rodoula T. "Developing a scale for measuring the personality of sport teams". J Servic Market. 2012;26(4):238-252. [DOI:10.1108/08876041211237541]
29. Freling TH, Forbes L. An empirical analysis of the brand personality effect. J Product Brand Manage. 2005;14(7):404-413. [DOI:10.1108/10610420510633350]
30. Giroux M, Pons F, Maltese L. "The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams". Int J Sport Market Sponsorship. 2017;18(2):180-195. [DOI:10.1108/IJSMS-05-2017-092]
31. Freling TH, Crosno J, Henard D. Brand personality appeal: Conceptualization and empirical validation. J Academ Market Sci. 2011;39(3):392-406. [DOI:10.1007/s11747-010-0208-3]
32. Dimitra P, Kyriaki K, Kostas A, Nikos T. The brand personality of professional football teams, Sport, Business and Management. Int J Sport Market Sponsorship. 2019;9(5):443-459. [DOI:10.1108/SBM-03-2018-0021]
33. Muhammad Faisal S, Muhammad B, Jin X, Tahir Y. "Impact of smartphone brand experience on brand equity: With mediation effect of hedonic emotions, utilitarian emotions and brand personality". J Islam Market. 2018.
34. Parhizgar MM, Ebrahimi Abed M. "Studying the effect of brand equity dimensions in Aker model on brand equity from the consumer's viewpoint". J Business Stud. 2012;53:7.
35. The Brand Finance Football 50 2012. Available from: www.Brandfinance.com.
36. The Brand Finance Football 50. The annual report on the most valuable football brands. 2018. Available from: www.Brandfinance.com.
37. Sajjadi SN, Rajabi H, Abedlati M, Tarighi R. Studying the effective factors on the brand equity of Tehran Persepolis Club. New Approach Sport Manage. 2013;1(3):43-52.
38. Napoli J, Sonia J, Dickinson M, B. Beverland, Francis Farrelly. Measur Consumer Based Brand Authenticit. 2014 [DOI:10.1037/t62358-000]
39. García Salvador del B, Peña Ma Belén P. Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. J Destinat Market Manage. 2019;13:10-23. [DOI:10.1016/j.jdmm.2019.05.002]
40. Allan Cheng CL, Dogan G, Yirong Lu C. Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. Int J Hospital Manage. 2015;50:36-45. [DOI:10.1016/j.ijhm.2015.07.008]
41. Sivan P, Russell A, Bendixen M. The role of brand authenticity in developing brand trust. J Strategic Market. 2018.
42. Shirzadi P, Quchani F. Studying the influence of Brand authenticity on Brand Trust, 2015, 5th National Conference and 3rd International Conference on Accounting and Management with the applied approaches and New Research2015.
43. Khandan N, Atghia N, Mokhtari Dinani M. The Relationship between Brand Personality and Consumer-Based Brand Equity in Popular Teams Selected in the state Premier Football League. Appl Res Sport Manage. 2018;6(4):83-91.
44. Aghazadeh H, Amini Kasbi H, Jafari E. Studying the role of brand personality in the formation of brand equity (Case study of the Hamrahe Aval mobile network). Manage Res Iran. 2016;20(2):1-20.
45. Su J, Tong X. "Brand personality and brand equity: evidence from the sportswear industry". J Product Brand Manage. 2015;24(2):124-133. [DOI:10.1108/JPBM-01-2014-0482]
46. Tong X, Su J, Xu Y. Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands. Int J Fashion Design Technol Educat. 2017. [DOI:10.1080/17543266.2017.1378732]
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
