Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team) Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team)

Nazari Torshizi, Ahmad; Benesbordi, Ali; Moeinfard, Mohamadreza

doi:10.22124/jsmd.2020.4507

Document Type : Research Paper

Authors

¹ M. A of Hakim Sabzevari University, Sabzevar, Iran

² Assistant Professor of Sport Management, Hakim Sabzevari University, Sabzevar, Iran,

³ Associate Professor of Sport Management, Hakim Sabzevari University, Sabzevar, Iran

https://doi.org/10.22124/jsmd.2020.4507

Abstract

Objective: The main purpose of this study was Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team.
Methodology: Method of study was experimental and there were one control group and four experimental groups. The statistical population of research was students of Sport Sciences faculty of Ferdowsi University who were in fan of Perspolis. The total population of the study was 461 students. 100 people who were fans of Perspolis were selected. The questionnaire was distributed in two stages. First, the questionnaire was distributed among all fans and in the second stage, they divided into 5 groups of 20 people. The control group responded to the questionnaire without reading any scenarios and the 4 experimental groups responded to the questionnaire after reading each of the scenarios.
Results: Results showed that changes in the scores of the control group did not exist, but positive scenarios increased brand equity of Persepolis and negative scenarios reduced brand equity of them.
Conclusion: Comparing the scores of the four scenarios, it realized that the loss of players, team success, attract star players and the possible failure had the greatest impact on brand equity of Persepolis. As a result, Persepolis managers for increasing brand equity have to focus on these factors more.

Keywords

References

Aaker, D. A. (1992). The value of brand equity. Journal of business strategy, 13(4), 27-32.

Azizi, S., Jamali, S., & Rezayi, M. (2013). Surveying the relationship between brand equity and brand-customer personality congruency. Journal of Marketing Research, 2(4), 63-8. (Persian)

Biscaia, R., Correia, A., Ross, S., Rosado, A. F., & Maroco, J. (2013). Spectator-based brand equity in professional soccer. Sport Marketing Quarterly, 22, 20-32.

Biscaia, R., Ross, S., Yoshida, M., Correia, A., Rosado, A., & Marôco, J. (2016). Investigating the role of fan club membership on perceptions of team brand equity in football. Sport Management Review, 19(2), 157-170.

Bodet, G., & Chanavat, N. (2010). Building global football brand equity: Lessons from the Chinese market. Asia Pacific Journal of Marketing and Logistics, 22(1), 55-66.

Divandari, A., Haghighi, M., & Allahyari, A. (2011). Investigation of the Relationship between Brand Meaning-Creator Elements and Brand Knowledge, According to Customer Based Brand Equity (A Case Study of Bank Mellat). Iranian Business Management, 3(10), 75-92. (Persian)

Elrod, C. C. (2007). The development and application of a systematic approach to evaluating an academic department's brand meaning. (Doctoral Dissertations.), University of Missouri--Rolla.

Farahani, A., Ghasemi, H., Honari, H., & Khodadadi, M. R. (2015). Analysis and Modeling of Fan-based brand equity in Iran Football Clubs. Applied Research of Sport Management, 3(11), 51-64. (Persian)

Gladden, J. M., Irwin, R. L., & Sutton, W. A. (2001). Managing North American major professional sport teams in the new millennium: A focus on building brand equity. Journal of Sport Management, 15(4), 297-317.

Higgins, J. A. (2006). Brand equity & college athletics: investigating the effects of brand uncertainty situations on consumer-based brand equity. The Ohio State University.

Irwin, R. L., Sutton, W. A., & McCarthy, L. M. (2008). Sport promotion and sales management: Human Kinetics.

Javani, V. (2011). Determine the relative share of brand loyalty to brand association among fans of the Iranian Football League. (Master's Thesis), Isfahan University. (Persian)

Joachimsthaler, E., & Aaker, D. A. (1997). Building brands without mass media. Harvard business review, 75(1), 39-48.

King, B. (2002). Passion that can’t be counted puts billions of dollars in play. Sports Business Journal, 4(30), 22-26.

Li, X. (2004). How brand knowledge influences consumers' purchase intentions. Auburn University.

Parhizkar, M. M., & Ebrahimi Abed, M. (2013). Investigating the Impact of Brand Equity in the Aker Model on Brand Branding in Consumer Views. Journal of Trading reviews, 53, 61-71. (Persian)

Pitts, B. G., & Stotlar, D. K. (2007). Fundamentals of sport marketing: Fitness information technology.

Sajjadi, S., Rajabi, H., Abed Lati, M., & Tarighi, R. (2014). Study of the Factors Influencing Brand Equity of Tehran Persepolis Football Club. New Trends in Sport Management, 1(3), 43-52. (Persian)

Shuv-Ami, A., Papasolomou, I., & Vrontis, D. (2018). New measure of brand equity status of a basketball club. Journal of Transnational Management, 23(1), 39-63.

Soltan, H. M., Nasr, E. D., Nasr, E. F., & Jaberi, A. (2014). The Determination of the Relative Contribution of Team Identification by Managerial Factors in Clubs Attending Iran Football Premier League. Journal of Sport Management, 6(1), 109-133. (Persian)

Wood, L. (2000). Brands and brand equity: definition and management. Management decision, 38(9), 662-669

Sport Management and Development

Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team) Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team)

References

References

Volume 9, Issue 3 - Serial Number 23
March 2020
Pages 18-33

Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team) Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team)

References

References

Volume 9, Issue 3 - Serial Number 23March 2020Pages 18-33

Volume 9, Issue 3 - Serial Number 23
March 2020
Pages 18-33