The Study of Fansâ€™ Brand Loyalty in Iranian Professional Football League
The study aims to examine winning brands influence on fansâ€™ 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. Teamâ€™s association questionnaire developed by Gladden and Funk (2001) was used for data collection. Reliability of the questionnaire was estimated by Cronbachâ€™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 fanâ€™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
Volume (Year): 2 (2013)
Issue (Month): 2 (April)
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