Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team) Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team)

The main purpose of this study was Investigating the effects of brand uncertainty situations on consumer-based brand equity in Perspolis fans Football team.

Method of study was experimental and there were one control group and four experimental groups. The statistical population of research was students of Sport Sciences faculty of Ferdowsi University who were in fan of Perspolis. The total population of the study was 461 students. 100 people who were fans of Perspolis were selected. The questionnaire was distributed in two stages. First, the questionnaire was distributed among all fans and in the second stage, they divided into 5 groups of 20 people. The control group responded to the questionnaire without reading any scenarios and the 4 experimental groups responded to the questionnaire after reading each of the scenarios.

Results showed that changes in the scores of the control group did not exist, but positive scenarios increased brand equity of Persepolis and negative scenarios reduced brand equity of them.

Comparing the scores of the four scenarios, it realized that the loss of players, team success, attract star players and the possible failure had the greatest impact on brand equity of Persepolis. As a result, Persepolis managers for increasing brand equity have to focus on these factors more.