Explain the equity model of the sports team brand from standpoint of the dual-identification perspective based on the values of the sports market and Symbolic drivers

eghbali, kebria; rasaee rad, abdullah; rezaei, zohree

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Tarbiat Modares University Press

Journal of sociological and managerial analysis in sports

Volume 3, Issue 11 (2022) jsmas 2022, 3(11): 1-26 | Back to browse issues page

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eghbali K, rasaee rad A, rezaei Z. Explain the equity model of the sports team brand from standpoint of the dual-identification perspective based on the values of the sports market and Symbolic drivers. jsmas 2022; 3 (11) :1-26
URL: http://jsmas.modares.ac.ir/article-9-66742-en.html

Explain the equity model of the sports team brand from standpoint of the dual-identification perspective based on the values of the sports market and Symbolic drivers

Kebria Eghbali

¹, Abdullah Rasaee rad²

, Zohree Rezaei³

1- Assistant Professor, Department of Physical Education, Faculty of Humanities, West , kebria2018ke@gmail.com
2- PhD student in Sport Management, Shahid Chamran University, Ahvaz, Iran
3- PhD in Sport Management, Sports Sciences Research Institute, Tehran, Iran

Abstract: (1156 Views)

Although creating special value in professional sports teams is popular, the process of shaping the brand equity of the sports team in the sports marketing literature is still relatively unknown and not fully understood. This study provides a dual identification model to examine how to build the brand value of a sports team. This study aims to investigate the role of team identity antecedents and team brand identity in constructing the brand equity of Traktor football team fans. The research method is descriptive-correlation and is applied based on the purpose. The statistical population is all the fans of the tractor manufacturing team. The sampling method is unlikely and available. The sample size was estimated based on sample power software. Two hundred and sixty-four people participated in this study. The face validity and content of the questionnaires were confirmed by a survey of 5 sports management professors, structural validity was confirmed using convergent and divergent validity, and reliability was confirmed by using α and CR. The results showed that market characteristics (including social experience, outstanding group experience, history, and fan etiquette) and symbolic stimuli (including similarity, distinction, and brand credibility) significantly correlated with team and brand identity. In addition, identification with the team identity and brand identity of the sports team are significant predictors of the brand equity of the sports team. These findings emphasize the dual identification study's importance in forming the brand equity of the sports team for sports team managers.

Keywords: Dual-identification mode, Identification with sport team, Identification with sport team brand, Sport team brand equity

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Article Type: Original Research | Subject: Arts and Humanities (General)
Received: 2023/01/12 | Accepted: 2023/01/29 | Published: 2022/12/1

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