Brand Management Model in Sport Industry of Iran: Professional Football League Case
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 fanâ€™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.
Volume (Year): 2 (2013)
Issue (Month): 3 (July)
|Contact details of provider:|| Postal: |
Phone: +90 – 444-1-997 / (5307 or 5482)
Fax: +90 0212 867 55 66
Web page: http://www.ssbfnet.com/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:2:y:2013:i:3:p:68-74. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Senol Emir)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.