THE FACTORS INFLUENCING FAN'S LOYALTY TOWARD THE MOST POPULAR TEAMS BRAND IN IRAN'S PROFESSIONAL FOOTBALL LEAGUE

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SAJADI S.N.; KHABIRI M.; ALIZADEH A.

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Journal: SPORT MANAGEMENT REVIEW Year:2013 | Volume:10 | Issue:18 Page(s): 81-99

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Title

THE FACTORS INFLUENCING FAN'S LOYALTY TOWARD THE MOST POPULAR TEAMS BRAND IN IRAN'S PROFESSIONAL FOOTBALL LEAGUE

Author(s)

SAJADI S.N. | KHABIRI M. | ALIZADEH A. | Issue Writer Certificate

Keywords

FANSQ1

BRAND EQUITYQ1

BRAND LOYALTYQ1

IRAN'S PROFESSIONAL FOOTBALL LEAGUEQ2

Abstract

The propose of this research was identifying the factors influencing fan's loyalty toward the most popular teams brand in football professional league of Iran. This study was descriptive -survey that accomplished in field study and used Gladden and Funcks questionnaire (2001) for data collection. Validity of this questionnaire resulted in survey from specialists that were expert at this field. Moreover factor analyze was used for this questionnaire, and reliability was resulted by Cronbach's Alfa (p=0.748). Morgan's table was used for sampling for each of three teams Piroozi, Esteghlal and Teraktorsazi, there were 387 people selected for each team as sample, which overall samples were 1161. The Simple random method was used for this study. Samples were collected from FANS in Azadi stadium in Tehran and Yadegar Imam Stadium in Tabriz. Factor Analyze, One Sample Kolmogorov Smirnov test and Multiple Regression were used for data analysis. Results showed that in attribute factor's head coach, manager and logo had a positive influence on fan's loyalty. However in benefit factor's escape and fan identification had a positive and peer group acceptance had a negative influence on fan's loyalty. In attitude factor's important and knowledge had a positive influence on fan's loyalty. Finally according to the results, it seems that this research could give some guidance for club managers to attract more FANS about BRAND LOYALTY factors.

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APA: Copy

SAJADI, S.N., KHABIRI, M., & ALIZADEH, A.. (2013). THE FACTORS INFLUENCING FAN'S LOYALTY TOWARD THE MOST POPULAR TEAMS BRAND IN IRAN'S PROFESSIONAL FOOTBALL LEAGUE. SPORT MANAGEMENT REVIEW, 10(18), 81-99. SID. https://sid.ir/paper/234548/en

Vancouver: Copy

SAJADI S.N., KHABIRI M., ALIZADEH A.. THE FACTORS INFLUENCING FAN'S LOYALTY TOWARD THE MOST POPULAR TEAMS BRAND IN IRAN'S PROFESSIONAL FOOTBALL LEAGUE. SPORT MANAGEMENT REVIEW[Internet]. 2013;10(18):81-99. Available from: https://sid.ir/paper/234548/en

IEEE: Copy

S.N. SAJADI, M. KHABIRI, and A. ALIZADEH, “THE FACTORS INFLUENCING FAN'S LOYALTY TOWARD THE MOST POPULAR TEAMS BRAND IN IRAN'S PROFESSIONAL FOOTBALL LEAGUE,” SPORT MANAGEMENT REVIEW, vol. 10, no. 18, pp. 81–99, 2013, [Online]. Available: https://sid.ir/paper/234548/en

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