The effects of brand uncertainty situations on brand equity of Persepolis Football team by controlling the role of fan's team identification

Document Type : Research Paper

Authors

1 Sport management Department, Sport science Faculty, Hakim Sabzevari University, Sabzevar, Iran

2 Sport management department, Sport science faculty, Ferdowsi university of Mashhad, Iran

3 Sport management, Sport Science Faculty, Hakim Sabzevari university, Sabzevar, Iran

10.22080/jsmb.2024.17583.3239

Abstract

The main purpose of this study was investigating the effects of brand uncertainty situations on customer based brand equity of Persepolis Football team by controlling the role of fan's team identification. Method of study was experimental and practical kind that included one pre-test and one post-test. The research tool was Higgins (2006) brand equity and fan's team identification questionnaire whose validity and reliability were evaluated and validated. The statistical population of research was students of Sport Sciences faculty of Ferdowsi University who were in favor of Persepolis. 100 Persepolis fan from students were selected as statistical sample and were randomly assigned into 5 groups. The groups included one control group and 4 experimental groups. In the first stage, all subjects answered the questionnaires. After a week, to create brand uncertainty situation, 4 fictitious scenario based on facts (positive product change, negative product change, positive word of mouth advertising, negative word of mouth advertising) was provided for each experimental group and after studying it, the subjects completed the brand equity questionnaire again. The control group responded to the questionnaire again without any study. ANCOVA test was used to investigate the purpose of the study. In this test the control variable was pre-test of brand equity and fan's team identification, the experimental group was independent variable and post-test of brand equity was dependent variable. The findings showed that by controlling fan's team identification brand uncertainty situations created by studying the scenarios, had a significant effect on customer based brand equity of Persepolis football team. Based on the results, negative scenarios reduced brand equity and positive scenarios increased brand equity of Persepolis from fans' point of view.

Keywords

Main Subjects

Journal of Sport Management and Motor Behavior

Articles in Press, Accepted Manuscript
Available Online from 28 May 2024

Files

Share

How to cite

Statistics