Authors
1
Ph.D. Student of Department of Physical Education and sport science, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2
Assistant Professor of Department of Physical Education and sport science, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3
Assistant Professor of Department of Business management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
,
Document Type : Research Paper
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 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.
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