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

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

International Journal of Research in Business and Social Science (2147-4478), 2013, vol. 2, issue 3, 68-74

Abstract: 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.

Keywords: Brand management, Sport Industry, Brand image, fans (search for similar items in EconPapers)
Date: 2013
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