Relationship between brand personality and consumer-based barand equity of selected football clubs in Iranian premier liague

The aim of this study was to identify the relationship between brand personality and consumer -based brand equity of football clubs in Iranian premier league. The samples of the present research include 405 members which are chosen randomly from 4 clubs consumers (direct members: 190 and indirect consumers: 215). Shafaee et al (2013) brand personality questionnaire and brand equity questionnaire (based on Aker’s model, 1991) was used to collect data. After confirming the validity and reliability of these questionnaires and collecting the data, the statistical tests such as descriptive statistics, Kendall’s tau-b, Friedman and Multiple Liner Regression were applied for analyzing the findings. The results of the study showed that there is a significant positive relationship between all aspects of brand personality and brand equity. The value of R for excitement, Distinct and sophisticated were identified as the predictable elements of brand equity with the following impact factors 0.335, 0.269, 0.179.