Open AccessBrand Management Model in Sport Industry of Iran
Author(s) -
Vajihe Javani,
Mohammad Ehsani,
Mojtaba Amiry,
Hashem Kozechian
Publication year - 2013
Publication title -
international journal of research in business and social science (2147-4478)
Language(s) - English
Resource type - Journals
ISSN - 2147-4478
DOI - 10.20525/ijrbs.v2i3.75
Subject(s) - advertising , loyalty , football , marketing , brand loyalty , brand management , structural equation modeling , club , brand image , league , sample (material) , test (biology) , business , revenue , brand awareness , brand equity , mathematics , political science , statistics , medicine , paleontology , physics , chemistry , accounting , chromatography , astronomy , biology , law , anatomy
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 fan’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.
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