Document Type : Research Paper
Authors
Abstract
Objective: The aim of this study was provide the elements are redirected to football clubs on the basis of brand equity from the customer perspective (CBBE).
Methodology: This study applied a statistical correlation- descriptive population consisted of all mangers, the club staff, players and fans and customers’ four sports and cultural club Sepahan, ZobAhan, Gitipas and Reef. Sample size was determined using Cochran formula 384 the samples were random. Instrument components are based on customer-based brand equity Claire (2001) consists of 71 questions. The validity by two professors of sport management and reliability was confirmed by Cronbach's alpha coefficient (0.92) respectively. The findings for statistical analysis SPSS software and LISREL software was used to model.
Results: Six of brand salience, brand performance, brand imagery, judgments about brand, brand perceptions and brand conformity as presented in predicting brand equity from the customer perspective.
Conclusion: In general research indicate that among the six operating components are the building blocks of conformity with commitment has the greatest impact and the quality of imaging components are operating judge had minimal impact on brand equity from the customer perspective.
Keywords
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