The Effect of Formulation of Persepolis Club Identity on Brand Equity in Iran Football Premier League

The main aim of this study was to investigate those factors influencing the formation of Persepolis club identity on brand equity of this club. The aim of the study was applied and its methodology was descriptive-survey. The study population consisted of football club fans at Azadi stadiums in Tehran, Imam Reza in Mashhad, Yadegar Imam in Tabriz, Naghsh Jahan in Isfahan, Ghadir in Ahvaz with the geographical distribution (regions) in 2017-2018 premier league. The questionnaires were distributed in these stadiums. The sampling method was quota-convenience. A researcher-made questionnaire consisting of 48 items was used to collect data. Its face and content validity was confirmed by sport management and economics professors and its Cronbach's alpha was 0.927. Stepwise multiple regression, one-sample t test and Friedman test were used for data analysis. From the viewpoints of the sample (fans), the highest rank was related to general experience among the mean proposed items and the lowest rank was related to stars and the team history among the factors. The findings of the study indicated that subscales related to stars and team history had the highest factor loading.