The impact of brand symbolism on brand evangelism behavior among the supporters of Persepolis Club

Abstract

Brand evangelists play a crucial role in maintaining and developing businesses, especially in the sports industry. Sports clubs need fans who wholeheartedly support their favorite team. Therefore, creating brand evangelism or developing evangelists for sports clubs is essential. One of the key factors in creating football evangelism is brand symbolism. As indicated by Dalal & Aljarah (2021), there are few empirical studies on brand symbolism in relation to customer-brand relationships. Some studies have found a positive and significant relationship between brand symbols and consumer-brand relationships (Anisimova, 2016), Research on brand evangelism is still in its early stages and has received little attention (Zhu & Park, 2022). Furthermore, previous literature has limitations in examining the relationship between brand symbolism and customer-brand relationships, particularly concerning the three dimensions of brand evangelism (purchase intention, positive brand referrals, and negative brand referrals) as a result of brand symbolism (Aljarah et al., 2021, b). Therefore, one of the primary objectives of the present study is to investigate whether the symbolic meaning of a brand (i.e., brand symbolism) can promote consumers' evangelical behavior (i.e., brand evangelism).

Accordingly, the purpose of this study is to examine the relationship between brand symbolism and brand evangelism among the evangelists of the Persepolis club.

This research is descriptive in nature and applied from the perspective of its audience, as it seeks to examine the relationship between brand symbolism and brand evangelism among the evangelists of the Persepolis club. By reviewing the literature and theoretical foundations, hypotheses and the research model were developed.

The statistical population of the study comprised fans of the Persepolis club in Mashhad city during the spring of 2024. Considering the use of structural equation modeling, the sampling method of this approach was employed. Generally, in the methodology of structural equation modeling, the sample size can be determined between 5 to 15 observations per measured variable: 15Q ≤ n ≤ Q5; where Q is the number of observed variables or questionnaire items and n is the sample size (Balouchi & Siahsarani Kojuri, 2023). Given that the number of observed variables in the study is 21, the permissible sample size ranges from 105 to 315. To increase statistical precision, researchers distributed 350 questionnaires based on the Simple random sampling method. A total of 320 questionnaires were returned and used in the analysis.

Data were collected using a questionnaire. The reliability of the questionnaire was assessed using Cronbach's alpha, composite reliability, and internal consistency reliability. These values for the variables were above 0.7, indicating that the measurement models have acceptable reliability. The validity of the questionnaire was measured using convergent and discriminant validity, and face validity was assessed by expert opinions. Also, the KMO values for the variables indicated sampling adequacy for the research variables.

Table 1. Questionnaire Structure and Its Reliability and Validity; Source: Research Findings

Variable/Dimension Number of Items Cronbach's Alpha Internal Consistency Composite Reliability AVE KMO Mean Standard Deviation Source

Brand Symbolism 6 0.879 0.887 0.908 0.622 0.869 2.887 0.749 Osemwana, Ozdern, Dalal & Ibrahim (2023); Eshtj (2005); Bhat & Reddy (1988)

Brand Evangelism 15 0.777 0.795 0.869 0.689 0.914 2.716 0.703 Osemwana et al. (2023); Pibekara & Badrinarayanan (2013); Balouchi et al. (2015)

Brand Evangelism (Purchase Intention) 5 0.870 0.875 0.906 0.659 0.828 2.843 0.834

Brand Evangelism (Positive WOM for Own Brand) 5 0.885 0.888 0.916 0.686 0.863 2.636 0.860

Brand Evangelism (Negative WOM for Other Brands) 5 0.857 0.859 0.897 0.637 0.857 2.668 0.841

At this stage, the research hypotheses (structural equation modeling) were examined. The structural model examines the relationships among exogenous and endogenous latent variables. In the model below, brand symbolism is the exogenous and independent latent variable, while brand evangelism is the endogenous and final variable.



Figure 1. Examination of the model with standard coefficients



Figure 2. Examination of the model with significance numbers

In the sub-hypothesis model, the independent and exogenous variable is brand symbolism, purchase intention and positive word-of-mouth are mediating and endogenous variables, and negative word-of-mouth is the dependent and endogenous variable.





Figure 3. Examination of the dimension model with standard coefficients







Figure 4. Examination of the dimension model with significance

Table 2. Model Fit Indices and Standard Values

Index X2/df RMSEA RMR NFI NNFI CFI GFI AGFI

Model 1 Values 2.39 0.066 0.038 0.97 0.98 0.98 0.96 0.93

Model 2 Values 2.205 0.061 0.046 0.95 0.97 0.97 0.89 0.86

Standard < 5 < 0.08 < 0.08 > 0.9 > 0.9 > 0.9 > 0.8 > 0.8

To evaluate the fit of the conceptual model, eight common indices along with acceptable values suggested in previous research were used (Hair et al., 1998). From Table 2, it can be concluded that the conceptual model of the present study fits well with the collected data. The results showed that brand symbolism affects brand evangelism and its dimensions (purchase intention, positive word-of-mouth for Persepolis, and negative word-of-mouth for rivals) with the effects being 0.45, 0.3, 0.27, and 0.12, respectively. Additionally, purchase intention affected positive word-of-mouth for Persepolis by 0.51 and negative word-of-mouth for rival teams by 0.45. Positive word-of-mouth for Persepolis impacted negative word-of-mouth for rival teams by 0.27. All these relationships were confirmed based on significant values.

Based on these findings, the following recommendations were made:

• Strengthening Brand Symbolism: Managers and marketers of football teams should focus on enhancing brand symbolism. By strengthening brand symbolism, the value and importance that fans place on the team brand increase, which can help reinforce brand evangelism.

• Data-Driven Strategies: Managers can use statistical analysis data to develop more precise and evidence-based strategies. A deeper examination of factors such as fan characteristics and behaviors can be beneficial in this process.

• Communication Campaigns: Implementing communication campaigns that showcase and reinforce team brand symbols can help amplify the positive effects of brand symbolism on brand evangelism.

These recommendations can help managers and marketers of football teams make the best use of scientific research results to strengthen brand evangelism for their clubs and improve the competitive position of the team.