Relationship Between Continuity, Integrity, Symbolism, and Brand Credibility with Brand Equity in Football Clubs: The Moderating Role of Brand Personality

Articles in Press

Document Type : Original Article

Authors

1 Master of Sport Management, Urmia University, Urmia, Iran

2 Professor, Urmia University, Urmia, Iran.

3 Urmia University, Urmia, Iran.

4 Swinburne University of Technology, Melbourne, Australia.

10.22103/jnssm.2026.26188.1415

Abstract

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.

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Journal of New Studies in Sport Management

Articles in Press, Accepted Manuscript
Available Online from 12 March 2026

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