The effect of brand coolness and brand advocacy on the brand equity of Esteghlal Sports Club with the mediating role of brand love

The aim of the current research is to investigate the effect of brand coolness and brand friendliness on the special value of Esteghlal Sports Club brand with the mediating role of brand love. The research method is descriptive-correlational in nature, and in terms of purpose, it is classified as applied research. The statistical population of this research is the fans of Esteghlal Sports Club, so the population is considered unlimited, and based on Cochran's formula, 384 people were selected as the sample size. A 42-question questionnaire was used to collect information. The content validity of the questionnaire was confirmed by the relevant professors and the construct validity was confirmed by using factor analysis of structural equations and its reliability was confirmed by Cronbach's alpha of 0.84 for the entire questionnaire. Also, the method of data collection is available. The collected data were analyzed based on structural equation modeling with AMOS26 software. The results showed that, in general, the coolness of the brand and the popularity of the brand had an effect on the special value of the brand with the mediating role of brand love from the point of view of Esteghlal club fans. Therefore, by creating a sense of comfort and coolness in the fans and favoring the brand, it creates the basis of love and good feeling towards the club's brand, products and services, and these factors increase the special value of the club's brand.