Investigating the effect of athlete brand image dimensions on the brand equity of Rasht football clubs (Case study: SpeedRoad and Damash teams)

The purpose of this study was to investigate the effect of athlete brand image dimensions on the brand equity of football clubs in Rasht (Sepid Rud and Damash). According to the purpose of applied research and in terms of research strategy, the present study is a descriptive-correlational research that was conducted in the field. Statistical population of the study of all football spectators who had prepared a ticket to one of the games of the Speed Road and Damash football teams and went to the stadium. 250 people were selected by simple random sampling. In order to collect data from the standard questionnaire of "Athlete brand image" of Aria et al. (2013) and the standard questionnaire of "brand equity" of Tang and Hayoli (2009) to measure perceived quality variables, brand awareness, brand association as well as the standard questionnaire. Sasmita and Sooki (2015) have been used to measure the variables of brand loyalty. The content and face validity of the questionnaires were confirmed by 9 sports management experts. The reliability of the research tool was calculated through Cronbach's alpha coefficient and the reliability of the questionnaire "Athlete brand image" and the questionnaire "brand equity" questionnaire (α = 0.84), (α = 0.76) and (α = 0.81), respectively. Has been reported. Structural equation modeling was used to analyze the data. The model evaluation results showed: t Factor loads of all components are the personal brand of athletes at the level of 99% confidence. and .