Brand Positioning of Football Clubs in Iranian Premier League: the Partial Role of Brand Association and Fan-Team Identification

Purpose: The purpose of this study was to assess the effect of brand association on the brand positioning of football clubs in the Iranian premier league with the mediating role of fan-team identification.

Methodology: The present study is a descriptive and correlational study that has been conducted in the field. The research population of the study included football fans of popular football clubs in the Iranian premier league. Based on the formula for determining the research sample for the SEM approach, 208 fans were selected through purposive sampling. Brand association questionnaire, brand positioning Questionnaire, as well as fan-team identification Questionnaire, were used to collect the research data. The validity of the research tool was calculated and confirmed based on content and structural validity, and the reliability was assessed according to Cronbach's alpha and composite reliability. Structural equation modeling via PLS was used to test the research hypotheses.

Findings: The results showed that brand association had a significant effect on both brand positioning (β= 0.23) and fan-team identification (β= 0.31). The results also confirmed the positive and significant effect of fan-team identification on the brand positioning of football clubs in the Iranian premier league (β= 0.29). Moreover, based on the Sobel test, brand association through fan-team identification was effective on the brand positioning of football clubs in the Iranian premier league. The value of the GOF index also indicated the proper fitness of the research model.

Originality: The ultimate goal of marketing in sports can be defined as creating and establishing a stable position in the minds and hearts of fans. Therefore, the study of different dimensions of football club branding can play a key role in the branding process of football clubs. This study is one of the few types of research that combines and examines brand associations, fan-team identification, and brand positioning through a comprehensive model in the field of Iranian sports.