In collaboration with Payame Noor University and Scientific Association of Sports Management of Iran

Document Type : Research Paper


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



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


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