Record Details

The Study of Fans’ Brand Loyalty in Iranian Professional Football League

International Journal of Research in Business and Social Science

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Title The Study of Fans’ Brand Loyalty in Iranian Professional Football League
 
Creator javani, vajihe; Tarbiat Modares University
Ehsani, Mohammad; Tarbiat Modares University
Amiry, Mojtaba; Tehran University
Kozechian, Hashem; Tarbiat Modares University
 
Subject Business
 
Description The study aims to examine winning brands influence on fans’ brand loyalty in Iranian professional football league. A ten-minute pen and paper questionnaire was distributed to fans of five superior teams of Iranian professional football league in 2009-2010 seasons. Team’s association questionnaire developed by Gladden and Funk (2001) was used for data collection. Reliability of the questionnaire was estimated by Cronbach’s alpha coefficient.  A structural equation  model  (SEM)  test  with  maximum  likelihood  estimation  was  performed  to  test the relationships among the research variables using 912 participants. The  findings  showed  three  dimensions  of  brand  associations  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.  In addition, the obtained model of this research highlighted  strong  interactional  effects  between  the  three  mentioned  dimensions  of  brand associations. To  date,  there  has  been  very  few  empirical  studies  examining  the relationship between brand associations dimensions and fans’ brand loyalty. 
 
Publisher SSBFNET
 
Contributor —
 
Date 2013-04-09
 
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/82
 
Source International Journal of Research in Business and Social Science ( ISSN: 2147- 4478); Vol 2, No 2 (2013): IJRBS; 38-46
2147-4478
 
Language eng
 
Relation http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/82/393