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

Vajihe Javani, Mohammad Ehsani, Mojtaba Amiryc and Hashem Kozechiyan
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Vajihe Javani: Department of Physical Education , Tarbiat Modares University, Tehran, Iran
Mohammad Ehsani: Department of Physical Education, Tarbiat Modares University, Tehran, Iran
Mojtaba Amiryc: Faculty of Management , Tehran University, Tehran, Iran
Hashem Kozechiyan: Department of Physical Education , Tarbiat Modares University, Tehran, Iran

International Journal of Research in Business and Social Science (2147-4478), 2013, vol. 2, issue 2, 38-46

Abstract: 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

Keywords: wining brand, brand loyalty, brand associations, football fans (search for similar items in EconPapers)
Date: 2013
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