Designing a Spectator-based brand equity model in the Premier League Football Clubs

The purpose of the present study was to designing a spectator-based brand equity model in the Premier League Football Clubs. The present study was correlational and carried out in a survey method. The statistical population of this research is the fans of the soccer clubs in the 15th Premier League of Iran. A sample of 500 people from this community was selected by random sampling method. The research instrument consisted of two researcher-made and standard questionnaires whose validity and validity were tested for this research (Cronbach's alpha coefficient was 0.98 and 0.95 respectively). Data were analyzed by SPSS software version 22 and LISREL. The results showed that the four human, social, marketing and infrastructure factors have a significant effect on the brand equity factors (brand awareness, brand association, perceived quality and brand loyalty). In fact, from fans' view points, it has made the brand equity of the Iranian Premier League football clubs.