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Designing Structural Equation Modeling of Team Image and Fans’ Team Identification in Sport Industry

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Document Type : Research Paper

Abstract

Objective: the purpose of this study was to investigate the role of team image in fan’s team identification in Iran’s sport industry via structural equation modeling.
Methodology: The research method was descriptive-correlation. The statistical population of the study included all fans over 18 years old in the Premier League in 2015/16 season. 640 questionnaires were analyzed as statistical sample. Heer and et al (2011), questionnaire and Chun (2008), questionnaire, to measure team identification and team image were used respectively.  After confirming the face and content validity of questionnaires, For the reliability of team identification and team image questionnaires  Cronbach’s alpha coefficient (α= .93; α= .81) were estimated respectively in a pilot study. 
Results: Structural equation model analysis showed that team image has positive and significant effect on fans’ team identification.
Conclusion: So, It is recommended to sport managers, to consider the issues such as appreciate the fans and fair play to creating a positive team image in the mind of fans in order to create and enhance the team identification

Keywords

References
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Sport Management and Development
Volume 7, Issue 3 - Serial Number 15
November 2018
Pages 1-16
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