فهرست مطالب محمد عابدلاتی

This study aimed at identifying the factors influencing the brand equity of professional football team. The design of the study was descriptive with practical goals. The participants of the study included two groups; the first group consisted of marketing and sport experts and sport managers. The participants in the second group were the fans of the mentioned club. 184 of the participants were selected due to their availability and the other 49 were intentionally selected. The results of the study showed that from the managers, experts, and fans’ perspectives, the factors affecting the brand equity of Esteghlal Football Club were the fans’ loyalty, team’s success, team’s stars, stadium, club’s history, management, head coach, media, sponsors, and logo, respectively.

This study aimed at investigating the factors influencing the brand equity of Tehran Persepolis football club. The design of the study was descriptive with practical goals. The statistical population consisted of two groups: the first group consisted of sport experts and sport officials. The participants in the second group were the fans of the mentioned club. The sample consisted of 68 sport officials and experts and 196 fans of Persepolis football club. A researcher-made questionnaire with 59 items was used to collect the data. The validity of this questionnaire was confirmed by 10 sport management professors and the reliability was measured 0.95 by Cronbach alpha test. Descriptive statistics were used to describe respondents' demographic features. Friedman ranking test was also performed for inferential analysis. SPSS 18 was the software for data analysis. The results showed that from the viewpoints of the officials, experts, and fans of Persepolis football club, fans’ loyalty, team stars, team success, team management, stadium, club history, head coach, media, sponsors and logo respectively had the highest effect on brand equity of this club.