Document Type : Research Paper
Authors
University of Neyshabur
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 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
Keywords
- بخشنده، حسین؛ جلالی فراهانی، مجید؛ و سجادی، سید نصراله. (1394). تأثیر مسئولیت اجتماعی باشگاه بر هویت تیمی در لیگ برتر فوتبال ایران. مطالعات مدیریت ورزشی، 7(29)، 175ـ192.
- سلطان حسینی، محمد؛ نصر اصفهانی، داوود؛ نصر اصفهانی، فاطمه؛ و جابری، اکبر. (1393). تعیین سهم نسبی هویت تیمی از عوامل مدیریتی باشگاه‌های حاضر در لیگ برتر فوتبال ایران. مدیریت ورزشی، 6(1)، 109ـ133.
- غفرانی، محسن. (1394). بررسی نقش انگیزه بر هویت تیمی هواداران فوتبال در دانشگاه سیستان و بلوچستان. پژوهش در مدیریت ورزشی و رفتار حرکتی، 5(9)، 109ـ118.
- مشبکی اصفهانی، اصغر؛ وحدتی، حجت؛ خداداد حسینی، سید حمید؛ و احسانی، محمد. (1392). طراحی مدل هویت برند صنعت ورزش ایران (مورد مطالعه: لیگ برتر فوتبال). پژوهش‌های مدیریت در ایران، 17(4)، 203ـ223.
- یوسفی، بهرام؛ امیری، سحر؛ و احمدی، بهشت. (1393). اثر ابعاد تصویر برند ورزشکار بر همانندسازی با ورزشکار. رویکردهای نوین در مدیریت ورزشی، 2(6)، 9ـ22.
- Ø Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
- Ø Alvesson, M. (1990). Organization: From substance to image? Organization Studies, 11(3), 373-394.
- Ø Bagozzi, R. P., & Heatherton, T. F. (1994). A general approach to representing multifaceted personality constructs: Application to state self-esteem. Structural Equation Modeling, 1, 35– 67.
- Ø Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand. Image and Brand Loyalty in Professional Team Sport: A Refined Model and. Empirical Assessment. Journal of Sport Management, 22(2), pp.205-226.
- Ø Bee, C. C., & Havitz, M. E. (2010). Exploring the relationship between involvement, fan attraction, psychological commitment and behavioral loyalty in a sports spectator context. International Journal of Sports Marketing and Sponsorship, 11(2), 37-54.
- Ø Blumrodt, J., Bryson, D., & Flanagan, J. (2012). European football teams’ CSR engagement impacts on customer-based brand equity. Journal of Consumer Marketing, 29(7), 482-493.
- Ø Branscombe, N. R., & Wann, D. L. (1991). The positive social and self-concept consequences of sport team identification. Journal of Sport & Social Issues, 15, 115-127.
- Ø Chun, J. Y. (2008). The effect of professional basketball team’s social philanthropy on team image and team loyalty. (Dissertation), Ulsan University, Ulsan, Korea.
- Ø Davis, I. (2005). What is the business of business? McKinsey Quarterly, 3(1), 104-113.
- Ø Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263.
- Ø Gencer, R. T. (2011). The relationship between team identification and service quality perceptions in professional football. African Journal of Business Management, 5(6), 2140-2150.
- Ø Guzman, F., & Paswan, A. K. (2009). Cultural brands from emerging markets: Brand image across host and home countries. Journal of International Marketing, 17(3), 71-86.
- Ø Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis. (7 ed.). London: Pearson, 1-816.
- Ø Heere, B., Walker, M., Yoshida, M., Ko, Y. J., Jordan, J. S., & James, J. D. (2011). Brand Community Development Through Associated Communities: Grounding Community Measurement Within Social Identity Theory. Journal of Marketing Theory and practice, 19(4), 407-422.
- Ø Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
- Ø Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of marketing, 57(1), 1-22. doi: 10.2307/1252054
- Ø Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155. doi: 10.1080/13527260902757530
- Ø Kelloway, E. K. (1998). Using LISREL for structural equation modeling: a researcher's guide. Sage Publications, 1-147.
- Ø Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling. New York: Guilford Press, 1-425.
- Ø Kunkel, T., Doyle, J. P., Funk, D. C., Du, W., & McDonald, H. (2015). The development and change of brand associations and their influence on team loyalty over time. Journal of Sport Management, 30(2), 117-134. doi: http://dx.doi.org/10.1123/jsm.2015-0129
- Ø Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28(4), 563-575.
- Ø Lee, S., Shin, H., Park, J., & Kwon, O. (2010). A brand loyalty model utilizing team identification and customer satisfaction in the licensed sports product industry. The ICHPER-SD Journal of Research in Health, Physical Education, Recreation, Sport& Dance, 5(1), 60-67.
- Ø Neal, W., & Strauss, R. (2008). Value Creation: The Power of Brand Equity. Mason, Ohio: Cengage Learning.
- Ø Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. (3 ed.): McGraw-Hill, 1-752.
- Ø Pratkanis, A. R., & Turner, M. E. (1994). Of What Value is a Job Attitude? A Socio-Cognitive Analysis. Human Relations, 47(12), 1545-1576.
- Ø Schilhaneck, M. (2008). Brand management in the professional sport club setting. European Journal for Sports and Society, 5(1), 2008.
- Ø Sutton, W. A., McDonald, M. A., Milne, G. R., & Cimperman, J. (1997). Creating and Fostering Fan Identification in Professional Sports. Sport Marketing Quarterly, 6(1), 15-22.
- Ø Theodorakis, N. D., Wann, D. L., & Weaver, S. (2012). An Antecedent Model of Team Identification in the Context of Professional Soccer. Sport Marketing Quarterly, 21(2), 80-90.
- Ø Walsh, P., Hwang, H., Lim, C. H., & Pedersen, P. M. (2015). Examining the use of professional sport teams as a brand extension strategy in Korean professional baseball. Sport Marketing Quarterly, 24(4), 214-224.
- Ø Wang, X., & Yang, Z. (2008). Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? International Marketing Review, 25(4), 458-474.
- Ø Wann, D. L. (2006). The causes and consequences of sport team identification. In A. A. Raney, & J. Bryant (Eds.), Handbook of sports and media (pp. 331-352). Mahwah, NJ: Erlbaum.
- Ø Wann, D. L., & Craven, L. (2014). Further Support for the Team Identification–Social Psychological Health Model: Relationships between Identification of College Sport Teams, Vitality, and Social Avoidance/Distress among College Students. Journal of Issues in Intercollegiate Athletics, 7, 352-366.
- Ø Wu, S. H., Tsai, C. Y. D., & Hung, C. C. (2012). Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty. Journal of Sport Management, 26(2), 177-191.
)