Authors
1
Professor of Sport Management, University of Guilan
2
Ph.D. Student of Sport Management Razi University, Kermanshah, Iran
Abstract
Objective: The Purpose of this study examines the relationship between brand Personality with loyalty fans Esteghlal and Persepolis teams In Mazandaran province.
Methodology: The research method is descriptive and correlational. Its statistical population fans Esteghlal and Persepolis, were selected sample size of 385 with method cluster randomized in the local area, West, Central and East provinces. Researcher-maker questionnaire had used brand personality that derives from standard questionnaire of Khodadadi (1393) and customer loyalty questionnaire of Allen (1990). From view the 10 sport management professors and relevant experts has been used to estimate the content validity questionnaire and using Cronbach's alpha coefficient were obtained its reliability (brand personality 0/839 and Customer loyalty 0/720). Descriptive statistics was used to describe study variables and to analyze the test data and the Pearson correlation coefficient and regression and KS. Results: The results showed that between personality brand with loyalty of fans there is a direct and significant relationship (p=0/001), and both dimensions of personality brand (Competence and excitement) have significant impact on brand loyalty (p=0/001). The regression analysis showed that, in both aspects of behavioral loyalty and attitudinal loyalty (Beta coefficient=0/179, 0/390. P=0/001), the excitement has the first importance for the prediction of brand loyalty towards the brand personality. Personal competency aspect in behavioral aspect of loyalty was significant (p=0/003) but it was not significant in attitudinal loyalty aspect (p=0/176).
Conclusion: Generally, it is necessary to management of the Esteghlal and Persepolis brand excitement to strengthen the team and the club after his move.
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