Structural-interpretive modeling of the integration of brand-oriented and team-oriented identification of fans to improve the value of clubs in less popular sports (a study of Iran's Kabaddi Premier League)

The purpose of this research was to combine brand and team-based identity building to enhance value in the country's premier liver league in the structural-interpretive model. The research method was structural-interpretive. The statistical population included scientific and executive people who are aware of the subject of the research. The sample was estimated to be a sufficient number for the ISM method and was sampled using a targeted method (12 people: 4 club managers, 4 board and federation managers, 4 sports marketing analysts, and consultants). The research tool was a questionnaire consisting of 11 variables determined as a pairwise comparison. Data analysis was done using interpretive structural modeling and MICMAC analysis. After analyzing the data, the components were placed in seven levels, based on which the ISM graph and the research model were designed. The results showed that the variables were placed in four research levels as follows: the fourth level (brand value), the third level (brand-based identity and team-based identity), the second level (fans' integrity, brand differentiation, constant experience of the group, facilities) team) and the first level (fan culture, brand prestige, group social experience and team history). The relationships identified as the effect of fan culture on fan integration, the effect of brand prestige on brand differentiation, the effect of group social experience on the constant experience of the group, and the effect of team history on team facilities (the effect of first and second level variables), the effect of fan integration and brand differentiation on Brand-based identity was the effect of a constant experience of the group and team facilities on team-based identity (second-third level effect) and the effect of brand-based and team-based identity on brand value (third-fourth level effect). Based on the findings of the research, it can be said that the integration of fan identification based on brand and team significantly leads to the improvement of the value of Kabaddi Premier League clubs, therefore, the strengthening of commercial and sports identification mechanisms should be aligned.