Develop a model of fan engagement in brand value co creation of the Premier Football League

The purpose of this study was to Develop a model of fan engagement in brand value co creation of the Premier Football League.

The statistical population of this study were fans of the Iranian Football Premier League in Kermanshah and Sanandaj. The sample size was determined by structural equation sampling method and 420 correct questionnaires were used. A researcher-made questionnaire was used to achieve the research objectives. The formal validity and content of the questionnaire were confirmed by factor analysis in the opinion of sports management experts and the validity of its structure. Its reliability was 0.96 with Cronbach's alpha. Statistical correlation coefficients and confirmatory factor analysis were used to analyze the data with the help of two software, SPSS 21 and Amos.

Findings showed that eight factors including social identity, collective interests, financial, learning, individual, technical services, brand identity and organizational brand identity influenced the motivations of fan participation in developing the brand value of the Premier Football League.

Paying attention to the motivations of the fans in developing the brand value helps the league organization to be more profitable and to have a strong brand.