The Effect of Team Brand Personality on Fans' Brand Preferences and Team Brand Loyalty in Football Pro League of Iran

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JABERI A.; SAJJADI S.N.; KHABIRI M.; KHAZAEI POOL J.

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Journal: SPORT MANAGEMENT REVIEW Year:2019 | Volume:11 | Issue:53 Page(s): 237-256

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Title

The Effect of Team Brand Personality on Fans' Brand Preferences and Team Brand Loyalty in Football Pro League of Iran

Author(s)

JABERI A. | SAJJADI S.N. | KHABIRI M. | KHAZAEI POOL J. | Issue Writer Certificate

Keywords

BrandingQ1

Brand PersonalityQ1

FansQ1

Brand LoyaltyQ1

Brand PreferenceQ1

Abstract

The aim of the current study was to examine the effect of Brand Personality of football teams on Fans' Brand Preferences and Fans' Brand Loyalty. According to research purpose, the study was a descriptive and a practical one, that was conducted based on structural equation modeling. The research population involved the Fans of Esteghlal and Perspolis football clubs, and a sample of 441 football Fans were selected through random sampling in stadiums that were selected purposely. Chen& Chang's Brand Preference questionnaire (2008), and He's Brand Loyalty questionnaire (2012) have been applied as research tool. Brand Personality questionnaire was designed based on main dimensions of Aaker' s Brand Personality questionnaire (1997). The questionnaires validity was verified by sport marketing experts, and the reliability of Brand Personality, Brand Loyalty, and Brand Preference questionnaire were respectively found to be 0. 86, 0. 91, and 0. 79 according to Chronbach's alpha. SPSS18 and Amos18 and structural equation modeling were applied for data analysis. The results indicated that Brand Personality was effective on Brand Preference (β =0. 51), Brand Personality was effective on Brand Loyalty (β =0. 46), and Brand Preference was effective on Brand Loyalty (β =0. 58). This study determines the benefits and value of football teams' Brand Personality in the process of maintaining Fans' loyalty.

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APA: Copy

JABERI, A., SAJJADI, S.N., KHABIRI, M., & KHAZAEI POOL, J.. (2019). The Effect of Team Brand Personality on Fans' Brand Preferences and Team Brand Loyalty in Football Pro League of Iran. SPORT MANAGEMENT REVIEW, 11(53 ), 237-256. SID. https://sid.ir/paper/234400/en

Vancouver: Copy

JABERI A., SAJJADI S.N., KHABIRI M., KHAZAEI POOL J.. The Effect of Team Brand Personality on Fans' Brand Preferences and Team Brand Loyalty in Football Pro League of Iran. SPORT MANAGEMENT REVIEW[Internet]. 2019;11(53 ):237-256. Available from: https://sid.ir/paper/234400/en

IEEE: Copy

A. JABERI, S.N. SAJJADI, M. KHABIRI, and J. KHAZAEI POOL, “The Effect of Team Brand Personality on Fans' Brand Preferences and Team Brand Loyalty in Football Pro League of Iran,” SPORT MANAGEMENT REVIEW, vol. 11, no. 53 , pp. 237–256, 2019, [Online]. Available: https://sid.ir/paper/234400/en

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