Assessing the Impact of Brand Equity based on Fans’ Brand Loyalty (Case study: foolad Khuzestan, Iran)

The aim of this study was to assess the impact of brand equity based on soccer fans brand loyalty. This is a descriptive-correlational study based on Structural Equation Modeling (SEM). The population consists of fans of foolad Khuzestan club in Khuzestan state of Iran. In order to collect the data Khodadadi and colleague questionnaires (2014) were used, while 389 questionnaires were analyzed finally. In order to analyze the data, Partial Least Squares Models and Smart PLS3 were utilized. The results show that there is positive and significant relation between all study factors (attitudes of brand imagination, brand imagination characteristics, brand imagination benefits, brand identity) and brand loyalty and as well as three aspects of brand imagination and brand identity. In assessing the impact on Brand loyalty factors and brand identity, brand imagination benefits was the most efficient factor. In addition, between all brand imagination factors and brand loyalty, there is an indirect positive and significant relation through brand identity.