Ali Benesbordi; Mohsen Esmaeili
Abstract
Purpose: The purpose of this research is to develop a model of the impact of service quality, brand’s social identity and the attachment to the team on the loyalty of Iranian Premier League football team’s fans. Method: This is an applied study of descriptive-correlation type. The statistical ...
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Purpose: The purpose of this research is to develop a model of the impact of service quality, brand’s social identity and the attachment to the team on the loyalty of Iranian Premier League football team’s fans. Method: This is an applied study of descriptive-correlation type. The statistical population of this study consisted of the fans of the selected Iranian Premiere Football League. A probability clustering method was used for sampling. Azadi football stadium of Tehran, Imam Reza football stadium of Mashhad, Yadegar Imam Football stadium of Tabriz and Naghsh Jahan football stadium of Isfahan were selected and the questionnaires were distributed in the 12th week of the tournament (2018-2019 season) between fans in above named stadiums. 400 questionnaires were distributed equally in four stadiums and finally, 387 full questionnaires were received and this number was considered as a statistical sample of the research. A researcher-made service quality questionnaire, brand’s social identity questionnaire of Boyle and Magnusson (2007), fans’ attachment questionnaire of Yoon, Petrick, & Backman (2017) and fans’ loyalty questionnaire of Tachis and Tzetzis (2015) were used for gathering information. Structural equation model and LISREL software were used to review and test the hypotheses. Results: The result showed that brand’s social identity has a significant positive effect on the attachment and loyalty of fans (P˂ 0.05). The attachment of fans also has a significant positive effect on their loyalty (P˂ 0.05). Conclusions: It is concluded that for enhancing fan's loyalty, managers of football teams should notice to service quality as a key factor.
Mohammad Saeid Kiani; Shahab Baharmi
Abstract
Purpose: The purpose of this study was to investigate the dimensions of brand impact on sports, economic and professional experts, managers and experts in Kermanshah province. Method: This is a descriptive-survey research. The statistical population consisted of 120 experts, managers and experts in sport ...
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Purpose: The purpose of this study was to investigate the dimensions of brand impact on sports, economic and professional experts, managers and experts in Kermanshah province. Method: This is a descriptive-survey research. The statistical population consisted of 120 experts, managers and experts in sport and economic in Kermanshah province who were selected by random sampling. In this study, 87 experts including experts, managers and experts in two fields of sport and economics completed a researcher-made questionnaire assessing the dimensions of sport brand effectiveness. The measurement tool was a questionnaire of sport brand management whose reliability and validity were tested for this research. The Cronbach's alpha value for all factors is 7 or higher, indicating the appropriateness of the questions posed to assess each of the dimensions affecting sport brand management. SPSS software version 20 was used for data analysis. The results of the tests showed that all four sectors (managerial, economic, cultural and social) influenced sport brand management. Results: Finally, the overall summary of the tests shows that social media management brand with a mean of 3.09 and cultural management factor with a mean of 1.82 have the highest and lowest priority in influencing sport brand, respectively. Conclusions: The research results show that the social sector of the brand has a higher priority and microeconomic and macroeconomic indicators should be recognized.
Ali Benesbordi; Javad Fesanghari; Samaneh Ranjbar; Narges Bidkhori
Abstract
The purpose of this study is to investigate the effect of brand, design and price on the perceived quality and re-intention of consumers to buy sport brand shoes. This is an applied research conducted as a descriptive correlational study in field form. The statistical population of this study included ...
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The purpose of this study is to investigate the effect of brand, design and price on the perceived quality and re-intention of consumers to buy sport brand shoes. This is an applied research conducted as a descriptive correlational study in field form. The statistical population of this study included all physical education students across different educational levels in Iran. In this research, 720 questionnaires were collected by random cluster sampling. Structural Equation Modelling (SEM) with PLS software was used to analyse the data of this research. The results of this study show that design with a coefficient of 0.36, price with 0.27, and brand with 0.26 have a significant effect on quality perceived by customers. The results of this research also show that perceived quality with an effect coefficient of 0.49 has a significant effect on customers’ purchase intention. Generally speaking, it can be concluded that the components of design, price, and brand of sport shoes for Iranian physical education students are very important. Famous brands in the world need to pay particular attention to these components to tap into this lucrative market in Iran and increase their re-purchasing intention by influencing consumers’ perceived quality.
