Investigating the effect of brand personality on the loyalty of the sports team's fans due to their identification (Case study: Karam Payam Ghouchan)

The purpose of this study was to investigate the effect of brand personality on the loyalty of the sports team's fans through their identification (case study: Payam Cochran Karate martial artist). This research is applied in terms of applied and descriptive-survey method. The statistical population of the study consists of unlimited number of fans of Karoute Karoute's team of Qouchan messages. The sample size is based on the Cochran formula of the unlimited community of 384 people, which are selected by inaccurate sampling method. In the present study, the field method was used to collect the initial data and the five-choice Likert questionnaire was used for gathering data and the library method was used for collecting secondary data. The validity of the questionnaire has been used through content validation and face validity, and its reliability has been calculated using Cronbach's alpha, with a total reliability of 0.897. To test the hypothesis of the research, structural equation modeling and LISREL software were used. The findings show the impact of brand personality and team identification on their loyalty. Also, brand personality has a significant effect on attitude and behavioral loyalty.