چکیده:
Background. Sports brand love refers to the degree of passionate emotional attachment consumers feel towards a sports
team. Brand able to be more competitive by establishing the strong brand love of the customers as well as brand identity
and brand trust. Objectives. The purpose of this research is to present a model of the role of brand trust on brand identity
through the mediating role of brand love among fans of Futsal premier league clubs. Methods. The present study is a
descriptive-correlative research in compliance with existing standard case studies. The population of this research
comprised of all fans of the Farsh Ara Mashhad club, among which 295 were selected according to the temporal and
spatial domains of the study as the sample, utilizing simple random sampling method. In order to achieve the research
goals, the moderated Brand Identity Questionnaire made by Meal and Ashforth (1992), Albert's Brand Love
Questionnaire, 2010, and Ballester Brand Trust Questionnaire (2004) were used. Descriptive statistics and inferential
statistics (structural equation modeling and path analysis) were used for data analysis at a significant level recorded as
0.05. Result. According to the value of the coefficient path between brand trust and brand identity recorded as 0.47, which
is positive and the value of the t-statistics correspondence obtained as 2.09, with 95% confidence, the coefficient path at
the error level recorded as 0.05 is significant. Furthermore, a significant relationship between brand trust and brand
identity was confirmed and also according to the main hypothesis of the research, the path coefficient of the indirect
relationship of brand trust, through the mediating variable of brand love on brand identity with the value 0.53 was also
calculated and the main hypothesis of the research was confirmed. Conclusion. In general, investing on brand trust on
behalf of the Futsal premier league clubs (especially Farsh Ara club) and in the following plan to increase the admiration
of fans in creating and developing a brand identity is one of the significant results mentioned in this research.
خلاصه ماشینی:
"In general, investing on brand trust on behalf of the Futsal premier league clubs (especially Farsh Ara club) and in the following plan to increase the admiration of fans in creating and developing a brand identity is one of the significant results mentioned in this research.
In general, the purpose of this research is to investigate the role of brand trust on brand identity through the mediating role of brand love in the Futsal premier league clubs in Iran (Farsh Ara), the results of which can have favorable effects on solving issues related to the brand of sports clubs.
Regarding the findings from the fourth hypothesis of the research, there is a positive and significant relationship between brand trust and identity of the brand through the mediating role of brand love among the fans of Farsh Ara Mashhad Club.
In addition, based on the results of the research in this study, which shows a positive and significant relationship between brand trust and brand identity through the mediating role of brand love in the fans of the Farsh Ara Mashhad club, it is strongly recommended that sports investors and capital owners consider this huge number of fans and massive human capital, and in order to introduce their products and services with more investment in teams such as Farsh Ara, it also helps to introduce their brand and promote the development of these teams and develop the sports."