The Effect of Team and Sports Brand Identification Styles on the Brand Equity of the Sports Team

The overall purpose of this study was to investigate the effect of team and sports brand identification styles on the brand equity of a sports team.

The present study is a descriptive correlational study based on structural equation modeling. The statistical population of this study was all the spectators of the teams present in the Women's and Men's Hepatitis Premier League in 1398. Due to the uncertainty of the exact number of statistical population, 384 people were selected as a sample based on Morgan table.

In this study, the sports team identification questionnaire (1), the sports team brand identification questionnaire (2) and the sports team brand equity questionnaire (3) were used.

The results showed that identification with the sports team has a significant positive effect on the brand equity of the sports team. Also, identifying with the sports team brand has a significant positive effect on the brand equity of the sports team. Therefore, it is suggested that fan clubs be formed for the fans of the Liver Premier League and that educational measures and programs be implemented