EXPLAINING THE EFFECT OF BRAND EQUITY, BRAND IMAGE AND FAN COMMITMENT ON INTERNATIONAL BRANDING OF IRAN PREMIER FOOTBALL CLUBS

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RAJABZADEH REZA; TALEBPOUR MAHDI; HADADIAN ALIREZA; JABARI NOGHABI MAHDI

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Journal: NEW TRENDS IN SPORT MANAGEMENT Year:2018 | Volume:6 | Issue:21 Page(s): 21-33

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Title

EXPLAINING THE EFFECT OF BRAND EQUITY, BRAND IMAGE AND FAN COMMITMENT ON INTERNATIONAL BRANDING OF IRAN PREMIER FOOTBALL CLUBS

Author(s)

RAJABZADEH REZA | TALEBPOUR MAHDI | HADADIAN ALIREZA | JABARI NOGHABI MAHDI | Issue Writer Certificate

Keywords

BRAND EQUITY

BRAND IMAGE

BRANDING

FAN COMMITMENT

FOOTBALL

PREMIER CLUBS

Abstract

The aim of this study was to explain the effect of BRAND EQUITY, BRAND IMAGE and FAN COMMITMENT on international BRANDING in Iran premier FOOTBALL clubs. This study was applied in terms of results and aims and descriptive-correlation in terms of research methodology which was conducted as a field. Fans of 4 clubs (Esteghlal, Persepolis, Sepahan and Zob Ahan) in 2016-2017 were selected as the population. Based on the logical volume of the sample needed in structural equation modeling, sample consisted of 810 subjects. A researcher-made questionnaire with 41 items in 5-point Likert Scale was used to collect data. Content validity of the whole questionnaire was confirmed by 15 professors. To measure convergent validity, AVE coefficient was used and to measure reliability, Cronbach's alpha coefficient and CR coefficient were used and the validity and reliability were high. For data analysis, SPSS and AMOS were used. The data were analyzed based on structural equation modeling. GFI=0. 94 showed a good fit and confirmed the model. Based on these results, it can be stated that BRAND EQUITY and its subscales had a positive and significant effect on BRAND IMAGE, BRAND IMAGE on FAN COMMITMENT and FAN COMMITMENT on BRANDING of Iran FOOTBALL clubs.

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APA: Copy

RAJABZADEH, REZA, TALEBPOUR, MAHDI, HADADIAN, ALIREZA, & JABARI NOGHABI, MAHDI. (2018). EXPLAINING THE EFFECT OF BRAND EQUITY, BRAND IMAGE AND FAN COMMITMENT ON INTERNATIONAL BRANDING OF IRAN PREMIER FOOTBALL CLUBS. NEW TRENDS IN SPORT MANAGEMENT, 6(21 ), 21-33. SID. https://sid.ir/paper/266790/en

Vancouver: Copy

RAJABZADEH REZA, TALEBPOUR MAHDI, HADADIAN ALIREZA, JABARI NOGHABI MAHDI. EXPLAINING THE EFFECT OF BRAND EQUITY, BRAND IMAGE AND FAN COMMITMENT ON INTERNATIONAL BRANDING OF IRAN PREMIER FOOTBALL CLUBS. NEW TRENDS IN SPORT MANAGEMENT[Internet]. 2018;6(21 ):21-33. Available from: https://sid.ir/paper/266790/en

IEEE: Copy

REZA RAJABZADEH, MAHDI TALEBPOUR, ALIREZA HADADIAN, and MAHDI JABARI NOGHABI, “EXPLAINING THE EFFECT OF BRAND EQUITY, BRAND IMAGE AND FAN COMMITMENT ON INTERNATIONAL BRANDING OF IRAN PREMIER FOOTBALL CLUBS,” NEW TRENDS IN SPORT MANAGEMENT, vol. 6, no. 21 , pp. 21–33, 2018, [Online]. Available: https://sid.ir/paper/266790/en

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