Fan Based Brand Equity (FBBE) Factor Analysis of Football in Iranian Premier League Clubs

Abstract

This research aims to validate and factor-analyze the Fan Based Brand Equity (FBBE) questionnaire of football in Iranian supreme league clubs. The present research is of descriptiveanalysis type and has been done by survey method. The statistic population included football clubs fans of the Iran's 13th supreme football league, and the sample society was 880 people chosen from seven clubs fans present at stadiums by using Cochrane's formula based on available samples using random category and clustering methods. The research instrument was an author- made questionnaire. The whole content reliability of questionnaire was CVI=0.91 and its validity was calculated through two validity methods of test and retest (ICC) was 0.89. The internal reliability was calculated greater than 0.8 for 52 items through Cronbach's Alpha. Software SPSS 20 was used to perform the exploratory and confirmatory factor analysis. According to the results of factor analysis of 52 items on FBBE questionnaire, 7 items were deleted in the exploratory analysis and 45 items were placed in 5 factors. Finally, FBBE questionnaire has been confirmed with 12 items brand association attribution, 7 items for brand association benefits, 6 items for brand association attitude, 12 items for brand identity, 6 items for tangible identity, 6 items for intangible identity, 8 items for brand loyalty, 4 items for behavioral loyalty, and 4 items for attitudinal loyalty in confirmatory factor analysis.