Authors
1
Assistant Professor, University of Guilan
2
University of Guilan
,
Document Type : Research Paper
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 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.
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