Zhaleh Memari; Mohammad Asqari JafarAbadi; Hanieh Nasserzadeh
Abstract
Objective: This research aims at assessing the validation of Ross brand association scale among the selected sports teams in Iran football pro league. Methodology: It was conducted as a descriptive-correlational research. Research sample included 650 fans from teams of Persepoliss, Esteqlal, Tractorsazi ...
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Objective: This research aims at assessing the validation of Ross brand association scale among the selected sports teams in Iran football pro league. Methodology: It was conducted as a descriptive-correlational research. Research sample included 650 fans from teams of Persepoliss, Esteqlal, Tractorsazi and Sepahan in 2012-13 season. Ross Questionnaire with 41 items was translated, retranslated and finally edited to be distributed among the sample. The face and content validity of questionnaire was confirmed by five sports marketing professors. Reliability based on Cronbach's alpha was equal to 0.92 (P <0.01). Also, the construct validity was verified by the exploratory and confirmatory factor analysis using principal components method with oblique rotation. Results: According to the results, there were nine factors of personality, competition, success, background, stadium, brand, social factor, exclusive privilege and uniqueness explaining 64.289% of variance in the brand association scale. Indexes and outputs showed the fit of model (CFI=0.91). Conclusion: Persian version of the Ross brand association is good instrument to evaluate the brand of professional clubs. Sports marketing managers are recommended to consider these variables in the teams' professionalization process.
Leila Shafaie; Zhaleh Memari; Mohammad Asghari Jafarabadi
Volume 5, Issue 1 , May 2016, , Pages 117-136
Abstract
Objective: The purpose of this study was the modeling and defining the brand personality scale.The teams were selected from the Iranian football league. Methodology: The method of research was a descriptive survey. Selected samples included 673 of fans in 2012-13 premier league season (Persepolis, Esteqlal, ...
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Objective: The purpose of this study was the modeling and defining the brand personality scale.The teams were selected from the Iranian football league. Methodology: The method of research was a descriptive survey. Selected samples included 673 of fans in 2012-13 premier league season (Persepolis, Esteqlal, Sepahan, Tractor) attending Azadi stadium to watch the twelfth league matches. Survey instruments was a structured questionnaire with 45 question. The reliability of the questionnaire equaled to 0.95 based on Cronbach's alpha. Results: Results showed that uniqueness, perfection, stunningness, excitement, distinction, classic dimension, and achievement are identified as the personality model of the premier league soccer teams. Conclusion: Focusing on the mentioned dimensions and variables in the advertisements, sport managers and marketers can attract more fans, earn income and gain top spot in the market. Adapting the company and products to the mentioned variables, sponsors can also have good interactive relationship.
Maryam Rahbar; Zhaleh Memari; Mohammad Asghari Jafarabadi
Volume 4, Issue 1 , June 2015, , Pages 119-146
Abstract
Objective: The purposes of this study were modeling from the conceptuals to exclusive intentions of private sector customers.
Methodology: The method of research was descriptive - survey conducted. The samples were consisted of 354 users of the services offered at Enghelab complex gyms in 1391. Research ...
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Objective: The purposes of this study were modeling from the conceptuals to exclusive intentions of private sector customers.
Methodology: The method of research was descriptive - survey conducted. The samples were consisted of 354 users of the services offered at Enghelab complex gyms in 1391. Research tool were built as a questionnaire with 55 closed questions that has been answered. Cronbach's alpha reliability test was up to 0.95(P<0.01).
Results: In the proposed model, there were three independent factors that contribute loyalty: perceived justice (IF: 0.31) (IF: 0.0068) and perceived risk (IF: 0.0068). Also service quality were contributed on satisfaction (IF: 0.70) and value (IF: 0.52) indirectly. Furthermore, satisfaction on loyalty (IF: 0.44) and value on trustness (IF: 0.39) & on loyalty (IF: 0.028), also trustness on loyalty (IF: 0.11) had contributions. Perceived justice on trustness (IF: 0.52); on satisfaction (IF: 0.17); on value (IF: 0.24) have indirectly contributed. Satisfaction and trustness had contribution on situational factors (IF: 0.25); (IF: 0.13); respectinly.
Conclusion: Satisfaction and perceived trustiness had a great role on loyalty formation and firm’s benefits, but considerations on value, as a mediator factor, were suggested.
Zhaleh Memari; Mohammad Asghari Jafarabadi; Tahereh Seifi Salmi
Volume 2, Issue 2 , July 2014, , Pages 91-121
Abstract
AbstractObjective: The purpose of this study was to investigate the role of interaction quality and perceived value on behavioral intentions of customers.Methodology: The method of the research was descriptive survey conducted. The sample consisted of 177 users of the services offered by the gas company ...
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AbstractObjective: The purpose of this study was to investigate the role of interaction quality and perceived value on behavioral intentions of customers.Methodology: The method of the research was descriptive survey conducted. The sample consisted of 177 users of the services offered by the gas company in years of 1391. The research’s tool built was a researche -made questionnaire with 72 questions. Cronbach's alpha reliability test was up to 0/70 (P<0.01).Results: In the proposed model, physical quality (IF: 00.0), interaction quality (IF: 0.37) and quality outcome (IF: 0.54) introduced as independent factors.These factors through service quality (IF: 1.04) on percieved value on hmage (IF: 0.01), and satisfaction (IF: 0.43). Also, value contributed on satisfaction (IF: 0.62) and satisfaction (IF: 0.97) and image (IF: 0.07) contributed to behavioral intentions. Physical quality has no significant relation with service quality, but had high relation with interaction quality (R: 0.877) and outcome (R: 0.792).Conclusion: The research model have goodness of fit indices. The model considering to quality, value, customer satisfaction and expectations were the most important. Also, sufficient attention to the image, and demographic charecteristics should be considered.Keywords: Service scape, Behavioral intention, Sports services.
