Investigating the Relationship between Brand Identity and Team Identity of Fans in Iran Football Premier League Teams

The aim of the present study was to investigate the relationship between brand identity and team identity of fans of Iran football premier league teams. This study was descriptive correlation that was conducted as field. The population included all fans of Iran football premier league teams. In this study, cluster random sampling method was used: Iran was divided into 5 regions, and then needed information of the study were collected. This study used a questionnaire that included 4 parts to collect data related to the study variables. Validity and reliability of the questionnaire were investigated and confirmed before it was used in the study. Confirmatory factor analysis was used to investigate construct validity. Pearson correlation coefficient was used to investigate the relationship among the study variables and structural equations modeling by LISREL software was used to provide the study model. The results showed that differentiation, validity and similarity of brand identity (impact factor of 0.48, 0.39 and 0.22) respectively had the maximum and minimum effects on brand identity attractiveness of Iran football premier league clubs and the brand identity attractiveness (impact factor of 0.82) had the maximum effect on creating the team identity of fans.