Survey Questionnaire Items: Brand Fit, Fan Identification, Club and City Brand Equity

Survey data on brand fit between fans, football clubs, and cities; fan identification with players, clubs, and leagues; and the relationships among club and city brand equity in South Korean professional football.This survey targeted South Korean football fans who had interacted with the social networking service (SNS) channels operated by K League 1 and K League 2 professional football clubs. A total of 278 participants were selected using a non-probability sampling method to reflect specific characteristics of the population. Participants were recruited from the following three groups:Members of the Red Devils, the official supporters’ group of the South Korean national football teamSupporters of K League 1 and K League 2 clubs (e.g., FC Seoul, Bucheon FC 1995)University students majoring in advertising and public relations residing in Sejong Special Self-Governing CityThe online survey was conducted in Korean via Google Forms from June 5 to June 15, 2023.