The Relationship between Brand Personality and Consumer-based Brand Equity of Selected Football Clubs in Iranian Premier liague

Document Type : Research Paper

Authors

1 M.Sc graduate of Sport Management, Alzahra University

2 Associate Professor of Sport Management, Alzahra University

3 Assistant Professor of Sport Management, Alzahra University

Abstract

 

The aim of this study was to identify the relationship between brand personality and consumer -based brand equity of football clubs in Iranian premier league. The samples of the present research include 405 members who are selected randomly from 4 clubs consumers (direct members: 190 and indirect consumers: 215). Shafaee et al (2013) brand personality questionnaire and brand equity questionnaire (based on Aker’s model, 1991) was used to collect the data. To analyze the findings, statistical tests such as descriptive statistics, Kendall’s tau-b, Friedman and Multiple Liner Regression were applied.

The results showed that there is a significant positive relationship between all aspects of brand personality and brand equity(p

Keywords

References

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History

  • Receive Date: 02 January 2017
  • Revise Date: 28 February 2018
  • Accept Date: 01 January 2018

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