Journal of
Physical Education and Sport Management

  • Abbreviation: J. Phys. Educ. Sport Manag.
  • Language: English
  • ISSN: 2141-6486
  • DOI: 10.5897/JPESM
  • Start Year: 2010
  • Published Articles: 75

Full Length Research Paper

Study of effective factors of fans’ brand loyalty in Iranian professional football league

Vajihe Javani1, Mohammad Soltan Hossein1, Nader Rahnama1* and Davood Nasr Esfahani2
  1Faculty of Physical Education and Sports Sciences, University of Isfahan, Isfahan, Iran. 2Faculty of Physical Education and Sports Sciences, University of Khorasghan, Isfahan, Iran.
Email: [email protected]

  •  Accepted: 19 December 2011
  •  Published: 31 January 2012

Abstract

 

The purpose of this study was to examine the effective dimensions of brand association in Iranian Professional Football League. A descriptive- survey study was a kind of practical research. A sample of Iranian professional football league fans (n = 797) participated in this research. Gladden and Funk team's brand association questionnaire used to collect the data. The reliability of the questionnaire was tested for this research (Cronbach's alpha = 0.83). This questionnaire consisted of five parts with a total of 61 questions. SPSS software (15th edition) was used for analyzing the data. Using statistical test; Pearson correlation, linear and multiple regressions showed strong correlation between three brand associations' dimension factors: attributes, benefits, and attitudes of brand association with the fans' brand loyalty (p = 0.01). According to the results of multiple regressions, the brand association's dimensions; benefits and attitudes were appropriate indicators of brand loyalty among fans.

 

Key words: Brand associations, brand loyalty, fans, football league.