sardar mohammadi; ferhad haideri
Abstract
Objective: The purpose of this study was to investigate the anti-brand community in professional Football in Iran by studying Esteghlal and Persepolis teams Fans in social networks.Methodology: The research method was qualitative (Grounded Theory). The population consisted of sports marketing experts ...
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Objective: The purpose of this study was to investigate the anti-brand community in professional Football in Iran by studying Esteghlal and Persepolis teams Fans in social networks.Methodology: The research method was qualitative (Grounded Theory). The population consisted of sports marketing experts and professors and social media managers and fans. The statistical sample was selected based on theoretical saturation (17 subjects and 63 documents) by purposive and accessible method. In-depth interviews were used for data collection and three coding steps were used for data analysis using Maxqda software.Results: The main perspectives of analyzing the anti-brand behavior of Esteghlal and Persepolis Fans included four approaches of behavior, causes, strategy and outcome that formed a structural model. The results showed that anti-brand behaviors included both positive and negative behaviors. Causes of behavior involving cultural-social, sport, individual, and structural dimensions; coping strategies include two marketing and branding and training and culturalization approaches and possible consequences include both behavioral-cultural and commercial and managerial perspectives.Conclusion: According to the findings, it can be said that the anti-brand behavior of Fans of the country's top Teams in social media has a variety of different types and causes that had different consequences. Therefore, it requires a variety of diverse and appropriate strategies and solutions.
jamil nawkhasi; Saeed Sadeghi Boroujerdi; ali mohammad safania; salah naghshbandu
Abstract
Objective: The purpose of study was influence of emotion on game satisfaction and revisit intention in winning and losing situations among football fans. Methodology: This research is a descriptive-correlational one in terms of purpose and method. The study population consisted of Persepolis and Esteghlal ...
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Objective: The purpose of study was influence of emotion on game satisfaction and revisit intention in winning and losing situations among football fans. Methodology: This research is a descriptive-correlational one in terms of purpose and method. The study population consisted of Persepolis and Esteghlal Tehran football teams in the 99-98 season. The sample size was estimated based on SPSS Sample Power software for each team equal to 277 people (554 people). Sampling method was available after leaving the stadium (Tehran Azadi Stadium). Structural equation modeling and Kai-square test were used to test the model. Results: Based on the Kai-Square test results, it was found that the structural relationships of win-lose situations differ in the relationship between emotions on game satisfaction and intention to return. On this basis, it can be said that win and lose situations modulate the effect of emotions on game satisfaction and return intention. Based on the results of the structural model, it was found that the effect of negative emotions on game satisfaction in the losing position (Beta coefficient=-0.676) was greater than the win position (Beta coefficient=-0/406), and the effect of positive emotions on game satisfaction in the losing position (Beta coefficient=0.145) was less than the win position (Beta coefficient=0/203), the effect of satisfaction The game of Revisit Intention in the losing position (Beta coefficient=0/460) was less than the win situation (Beta coefficient=0.720). Conclusion: Therefore, sports clubs need to enhance the emotional and emotional state of sports fans during the game by using increased subsidiary services to better promote sporting events.
tahere ebrahimipoor; rahim ramzaninejad; maziyar kalashi
Abstract
Objective: The Purpose of this study examines the relationship between brand Personality with loyalty fans Esteghlal and Persepolis teams In Mazandaran province. Methodology: The research method is descriptive and correlational. Its statistical population fans Esteghlal and Persepolis, were selected ...
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Objective: The Purpose of this study examines the relationship between brand Personality with loyalty fans Esteghlal and Persepolis teams In Mazandaran province. Methodology: The research method is descriptive and correlational. Its statistical population fans Esteghlal and Persepolis, were selected sample size of 385 with method cluster randomized in the local area, West, Central and East provinces. Researcher-maker questionnaire had used brand personality that derives from standard questionnaire of Khodadadi (1393) and customer loyalty questionnaire of Allen (1990). From view the 10 sport management professors and relevant experts has been used to estimate the content validity questionnaire and using Cronbach's alpha coefficient were obtained its reliability (brand personality 0/839 and Customer loyalty 0/720). Descriptive statistics was used to describe study variables and to analyze the test data and the Pearson correlation coefficient and regression and KS. Results: The results showed that between personality brand with loyalty of fans there is a direct and significant relationship (p=0/001), and both dimensions of personality brand (Competence and excitement) have significant impact on brand loyalty (p=0/001). The regression analysis showed that, in both aspects of behavioral loyalty and attitudinal loyalty (Beta coefficient=0/179, 0/390. P=0/001), the excitement has the first importance for the prediction of brand loyalty towards the brand personality. Personal competency aspect in behavioral aspect of loyalty was significant (p=0/003) but it was not significant in attitudinal loyalty aspect (p=0/176). Conclusion: Generally, it is necessary to management of the Esteghlal and Persepolis brand excitement to strengthen the team and the club after his move.
Akbar Jaberi; Hassan Assadi; Farzaneh Mazloomi Soveini; Javad KhazaeiPool
Volume 5, Issue 1 , May 2016, , Pages 1-18
Abstract
Objective: The purpose of the current study was to assess the partial effects of team identity dimensions on team loyalty among fans of football pro league in Iran, and providing a model for development of loyalty to pro league football teams. Methodology: The study was a descriptive survey done as a ...
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Objective: The purpose of the current study was to assess the partial effects of team identity dimensions on team loyalty among fans of football pro league in Iran, and providing a model for development of loyalty to pro league football teams. Methodology: The study was a descriptive survey done as a field one. Research population involved the fans of football teams being famous for having eager fans in football pro league. A sample of 236 fans was selected through random sampling. The research tools involved the questionnaires of Behavioral loyalty (Fink et al, 2003), and team identity (Koo, 2009). Questionnaire’s face validity was investigated according to 15 sport and marketing scholars, and questionnaire’s content validity was found to be 0.79. The questionnaire’s reliability was also found to be 0.82 according to Cronbach’s alpha. SPSS18 and AMOS20 were used for data analysis. Results: To measure the validity and fitness of the model, structural equations modeling (SEM) has been applied, and the relationships of variables were verified based on direction analysis. According to research findings the four dimensions of team identity had positive and significant effects on behavioral loyalty. Conclusion: The results of the current research revealed that four dimensions of team brand identity have significant and positive effect on team loyalty. So, development of managers’ perceptions about these factors can be an important tool for improving football team brand loyalty.
