Explain the equity model of the sports team brand from standpoint of the dual-identification perspective based on the values of the sports market and Symbolic drivers | ||
| Journal of Sociological and Managerial Analysis in sports | ||
| Volume 3, Issue 11, Autumn 2022 PDF (456.29 K) | ||
| Abstract | ||
| Although creating special value in professional sports teams is popular, the process of shaping the brand equity of the sports team in the sports marketing literature is still relatively unknown and not fully understood. This study provides a dual identification model to examine how to build the brand value of a sports team. This study aims to investigate the role of team identity antecedents and team brand identity in constructing the brand equity of Traktor football team fans. The research method is descriptive-correlation and is applied based on the purpose. The statistical population is all the fans of the tractor manufacturing team. The sampling method is unlikely and available. The sample size was estimated based on sample power software. Two hundred and sixty-four people participated in this study. The face validity and content of the questionnaires were confirmed by a survey of 5 sports management professors, structural validity was confirmed using convergent and divergent validity, and reliability was confirmed by using α and CR. The results showed that market characteristics (including social experience, outstanding group experience, history, and fan etiquette) and symbolic stimuli (including similarity, distinction, and brand credibility) significantly correlated with team and brand identity. In addition, identification with the team identity and brand identity of the sports team are significant predictors of the brand equity of the sports team. These findings emphasize the dual identification study's importance in forming the brand equity of the sports team for sports team managers. | ||
|
Statistics Article View: 28 PDF Download: 37 |
||
| Number of Journals | 45 |
| Number of Issues | 2,171 |
| Number of Articles | 24,674 |
| Article View | 24,436,974 |
| PDF Download | 17,551,618 |