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

<b>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.</b>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:<br>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.