Amir Montazeri; mehdi talebpou; reza andam; anoshirvan kazemnezhad
Abstract
Objective: the purpose of this study was to investigate the role of team image in fan’s team identification in Iran’s sport industry via structural equation modeling. Methodology: The research method was descriptive-correlation. The statistical population of the study included all fans over ...
Read More
Objective: the purpose of this study was to investigate the role of team image in fan’s team identification in Iran’s sport industry via structural equation modeling. Methodology: The research method was descriptive-correlation. The statistical population of the study included all fans over 18 years old in the Premier League in 2015/16 season. 640 questionnaires were analyzed as statistical sample. Heer and et al (2011), questionnaire and Chun (2008), questionnaire, to measure team identification and team image were used respectively. After confirming the face and content validity of questionnaires, For the reliability of team identification and team image questionnaires Cronbach’s alpha coefficient (α= .93; α= .81) were estimated respectively in a pilot study. Results: Structural equation model analysis showed that team image has positive and significant effect on fans’ team identification. Conclusion: So, It is recommended to sport managers, to consider the issues such as appreciate the fans and fair play to creating a positive team image in the mind of fans in order to create and enhance the team identification
Kianoosh shajie; seyed morteza AZIMzadeh; Mahdi Yousefi; Farideh Afroozi
Abstract
Objective: the aim of this study was to Evaluate the relationship marketing tactics of Iranian soccer league Methodology: according to the purpose, Adjusted relationship marketing components scale developed by Ehsani and Ezadi (2011), provided to 366 members of the supporters club Esteghlal ...
Read More
Objective: the aim of this study was to Evaluate the relationship marketing tactics of Iranian soccer league Methodology: according to the purpose, Adjusted relationship marketing components scale developed by Ehsani and Ezadi (2011), provided to 366 members of the supporters club Esteghlal Tehran that according to The sample size formula and Who were randomly selected. The questionnaire was based on the norms set for a Likert scale of 5 points to making it slightly used. Validity and reliability of the instrument by experts in the pilot study with the Alpha 0/92 respectively. For data analysis also oneway-anova variance, one sample t-test and Spearman and pearson Correlation significant 0/05 by spss20,systat13 and lisrel8.50 was used. Results: Results indicate that; between Subscales Knowledge Management, Quality of Service , Satisfaction ,trust , commitment , quantity consumed , Interpreting advertisement and finally pursuit of media according to the membership of the Association was significant difference(p<0/05) and also between subscales of relationship marketing tactics according to annual watching matches Except satisfaction and trust was no significant difference(p<0/05). Conclusion: In general the results indicate the status of the Marketing tactics, points of strength and weakness in this regard and so presenting suitable strategies and operational, on The identification of the Iranian Football League clubs Especially Esteghlal Tehran and their supporters in the development of effective advocacy
