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Enhancing sport brand preference in football: A psycho-branding model

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dc.contributor.authorJaberi, Akbar
dc.contributor.authorZagalaz-Sánchez, María Luisa
dc.date.accessioned2024-02-21T17:52:53Z
dc.date.available2024-02-21T17:52:53Z
dc.date.issued2023
dc.description.abstractObjectives:Given the great significance of psychological concepts in explaining consumers’ behavior in sport settings, the aim of thisstudy was to providea sport psycho-branding modelincluding self-definitional needs, brand equity, and brand preference.Methods:A field study was conducted at 521 FC Persepolis football fans in Iran to fulfil the research objectives. Data was collected by distributing a valid and reliable questionnaire at weekday home competition of FC Persepolis team. The research sample was selected through convenience sampling from the fans who attended the games of FC Persepolis from January to February 2022. Results:A Partial Least Squares Structural Equation Modeling revealed that:(a) self-definitional need principles were significantly related to the brand equity of FC Persepolis team, and (b) the brand equity was a significant predictor of fans’ brand preference. The findings highlight the significance of the fans’ psychological needs in improving the brand positioning of football teams.Conclusions:The proposed sport psycho-branding modelincludes self-definitional principles to facilitate the development of brand equity and the brand preference through an integratedmodel in football setting. This may be the first attempt to study these constructs through an integrated model in the branding process of a football team.es
dc.formatapplication/pdfes
dc.format.extent26es
dc.identifier.citationSport TK: revista euroamericana de ciencias del deporte, Vol. 12 (2023)es
dc.identifier.doihttps://doi.org/10.6018/sportk.528311
dc.identifier.issn2340-8812
dc.identifier.issn2254-4070
dc.identifier.urihttp://hdl.handle.net/10201/139586
dc.languageenges
dc.publisherUniversidad de Murcia, Servicio de Publicacioneses
dc.relationSin financiación externa a la Universidades
dc.rightsinfo:eu-repo/semantics/openAccesses
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectBrandinges
dc.subjectFootball fanses
dc.subjectPsychological involvementes
dc.subjectSportes
dc.subjectTeam identityes
dc.subjectMarcaes
dc.subjectAficionados al fútboles
dc.subjectImplicación psicológicaes
dc.subjectDeportees
dc.subjectIdentidad de equipoes
dc.subject.otherCDU::7 Bellas artes::79 - Diversiones. Espectáculos. Cine. Teatro. Danza. Juegos.Deporteses
dc.titleEnhancing sport brand preference in football: A psycho-branding modeles
dc.title.alternativeMejora de la preferencia por las marcas deportivas en fútbol: Modelo de psico-marcaes
dc.typeinfo:eu-repo/semantics/articlees
dspace.entity.typePublicationes
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Sport TK Vol.12 (2023)