The Study of the Role of Brand Association Assets of Iran Football Premier League Clubs in Belonging of Fans with Moderator Role of Self-Definitional Deeds of Fans (Case Study: Persepolis Football Club)

One of the most important issues with which managers of professional sport clubs are Dealing is how to Provide and develop a Better Understanding of the Relationship Between the Club and the Fans. Sport clubs, Having Social Values ​​and the Ability to Fulfill the Interpersonal Goals of fans, cause their fans to express their Identity through Using a club Brand features and this can Bring their loyalty and sense of Belonging. In order to investigate the problemof the study, which is a descriptive survey research, a 20-item questionnaire is used to collect the data. The Questionnaire has been distributed among 400 fans of Persepolis Football club. The results indicated that the identity of Persepolis Football Club brand had a Positive impact on fans and Audience’s sense of Belonging to this team through mediating their self- Definitional needs. The Results indicatethat if a football club brand has the required features to Enable the consumers to Fulfill their self- Definitional needs, it can make the Targeted clubAttractive to its fans to the extent that they use its Features to Express their identities, eventually leading them to feel a sense of Belonging to the club.