Record Details

Brand Management Model in Sport Industry of Iran: Professional Football League Case

International Journal of Research in Business and Social Science

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Field Value
 
Title Brand Management Model in Sport Industry of Iran: Professional Football League Case
 
Creator javani, vajihe; Tarbiat Modares University
Ehsani, Mohammad; Tarbiat Modares University
Amiry, Mojtaba; Tehran University
Kozechian, Hashem; Tarbiat Modares University
 
Subject Business
Brand management, Sport Industry, Brand image, fans;
 
Description The study aims to examine brand management model in Iran's professional Football League (2011-2012) with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911) responded 4 items questionnaire. A structural equation  model  (SEM)  test  with  maximum  likelihood estimation  was  performed  to  test  the relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. According to Results, brand image play a pivotal role between Iranian fans brand loyalty. Create an attractive and desirable brand image in the fans mind increases brand loyalty. And due to, revenue and profits increase through ticket sales and products of club and also attract more sponsors.
 
Publisher SSBFNET
 
Contributor —
 
Date 2013-07-14
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/169
 
Source International Journal of Research in Business and Social Science ( ISSN: 2147- 4478); Vol 2, No 3 (2013): JULY; 68-74
2147-4478
 
Language eng
 
Relation http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/169/388