Shahid Bahonar University of Kerman Journal of New Studies in Sport Management 2717-4069 Articles in Press 2026 03 12 Relationship Between Continuity, Integrity, Symbolism, and Brand Credibility with Brand Equity in Football Clubs: The Moderating Role of Brand Personality 5390 10.22103/jnssm.2026.26188.1415 EN Mahdiyeh Jalili Master of Sport Management, Urmia University, Urmia, Iran Seyed Mohammad Kashef Professor, Urmia University, Urmia, Iran. Mohsen Behnam Urmia University, Urmia, Iran. Vahid Delshab Swinburne University of Technology, Melbourne, Australia. Journal Article 2025 10 25 The purpose of this study was to examine the moderating role of brand personality in the relationship between continuity, integrity, symbolism, and brand credibility with brand equity in football clubs. The research method was correlational. The statistical population consisted of fans of the Premier League football clubs in 2022, and a sample of 499 individuals was selected using the convenience sampling method. The questionnaires were designed electronically and distributed through social media. The research instruments included the standard Brand Authenticity Questionnaire by Charlton and Cornwell (2019), the Brand Equity Questionnaire by Wang and Tang (2018), and the Brand Personality Questionnaire by Villagra et al. (2021). The results of structural equation modeling using PLS software showed that the dimensions of continuity, credibility, and integrity of brand authenticity significantly affect brand equity. Furthermore, brand personality moderates the relationship between continuity and brand equity. Overall, the findings highlight the complex and interconnected nature of brand authenticity dimensions and their influence on brand equity. By focusing on continuity, credibility, and consistency while considering the moderating role of brand personality, companies can strategically manage brand authenticity to enhance brand equity, strengthen consumer trust and loyalty, and achieve sustainable competitive advantage in the market.