mojtaba ghorbany asiabar; mahdi naderi nasab; Ahmad RahChamani
Abstract
Purpose: The main objective of this study was to Surrey the value of a sports brand in the clubs of the football Iranian Premier League.Methodology: The purpose of the research was applied and its method was descriptive-survey. The research area of the fans of the Iranian Premier League Clubs at ...
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Purpose: The main objective of this study was to Surrey the value of a sports brand in the clubs of the football Iranian Premier League.Methodology: The purpose of the research was applied and its method was descriptive-survey. The research area of the fans of the Iranian Premier League Clubs at Azadi Stadium in Tehran, Imam Reza (AS) of Mashhad, Yadagh Imam (PBUH) of Tabriz, the role of Jahan of Isfahan, Ghadir of Ahwaz on football clubs with geographical distribution (regional) in Premier League 2018 was conducted and questionnaires were distributed at these stadiums. The quota-sampling method was Convenient Sampling. A researcher-made questionnaire consisted of 48 questions, whose face and content validity was confirmed by the professors of sports management and economics, and its Cronbach's alpha was 0.927 For data analysis, multiple stepwise regression, one-sample t-test and Friedman test were used.Results: The results showed that team history and club stars have the most influence and management of the clubs at the lowest level of influence among the factors influencing the brand value of the fans in the Iranian Football League clubs.Conclusion: Based on the findings of this research, various strategies for developing brand equity have created the ability to properly develop brand effectiveness and effectiveness for managers in order to better manage their brands' brand management. Specifically, the proposed model provides a clear, precise, and detailed guide for managers to make strategic decisions in the area of management and decisions about their club brand.
shahnaz bina; Alireza Elahi; marjan saffari
Abstract
Objective: In recent decades, sports organizations have paid special attention to the importance of considering the purchase behavior of customers. Mean while, the variables that can have an Relationship on customers' purchase behavior have been considered. ...
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Objective: In recent decades, sports organizations have paid special attention to the importance of considering the purchase behavior of customers. Mean while, the variables that can have an Relationship on customers' purchase behavior have been considered. Methodology: In This study to determine the causal relationship of the Brand Equity of sports teams and Purchase behavior of Spectators. For this purpose, The Ross’s (2008) spectators based brand equity questionnaire and Kim’s (2008) spectators’ purchasing behavior questionnaire were distributed among Spectators of the national volleyball team in World League(2015) present in Azadi stadium, and by 480 spectators as Voluntarily Completed and collecte. Results: The results of Regression analysis showed that there was a positive and significant relationship between spectators based brand equity and their purchasing behavior (p≤0.05), and brand equity A good predictor of spectators’ purchasing behavior (β= 0.108). Conclusion: Considering the findings of this study, approaches can be provided to determine the strategies of Brand Equity and evaluate the Relationship of this strategies on purchase behavior of spectators- as the main customers of sport clubs.
shahram shafiee; amin Rahimi pordangani
Abstract
Objective: The purpose of this study was to investigate the effect of brand investment on loyalty through brand credibility and awareness among fans of Persepolis Football Club in Tehran.Methodology: The research method is descriptive-survey method. The statistical population consisted of all fans of ...
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Objective: The purpose of this study was to investigate the effect of brand investment on loyalty through brand credibility and awareness among fans of Persepolis Football Club in Tehran.Methodology: The research method is descriptive-survey method. The statistical population consisted of all fans of Persepolis Club, which according to the unlimited statistical population and use of SmartPlus3 software, 208 as a statistical sample to the Brand Investment Questionnaire, Chen brand awareness (2013), and Liu's loyalty (2008).Results: The results showed that there is not a significant relationship between brand investments with loyalty of supporters However, this relationship was significant in the case of mediation of credibility and brand awareness indirectly.Conclusion: It is concluded that investing through brand credibility and awareness leads to loyalty of supporters, it is suggested that Tehran's Persepolis football club managers focus on the impact of brand investment through the credibility and awareness of the brand, the fans are loyal.
masoud freydoni; masoume kalatehseifari
Abstract
Objective: The aim of the study was designing a model of the effect of brand experience and awareness on brand love and consumers’ intention.Methodology: The current study was descriptive as collecting data and functional that was done as a field survey. The statistical population included the ...
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Objective: The aim of the study was designing a model of the effect of brand experience and awareness on brand love and consumers’ intention.Methodology: The current study was descriptive as collecting data and functional that was done as a field survey. The statistical population included the consumer of Tehran body building clubs that they was selected on bases cluster sampling method, 5 regions from Tehran was selected and then 10 clubs was selected from every region and then was selected randomly 12 customers from every club that has special condition. For measuring the validity of the questions, the content and construct validity were measured that the factor loading in the all of them were more than 0.7. For answering the questions, was used correlation coefficient and SEM.Results: the results of path analysis were shown brand experience and awareness have effect (0.53 & 0.47) on brand love and consumer’s intention in respect. Also the model was become well and good fitness and was shown the relationships had been logical.Conclusion: With attention on the results, it must been recognized the factors were caused increasing love between brand and consumer till with Reinforcement of the factors, was effected on consumer intention for buying or using the services.
