Sport Management Studies

The Effect of Team Brand Personality on Fans' Brand Preferences and Team Brand Loyalty in Football Pro League of Iran

Document Type : Research Paper

Authors

1 Assistant Professor of Sport Management, Shahid Bahonar University of Kerman

2 Pofessor of Sport Management, University of Tehran

3 Associate Professor of Sport Management, University of Tehran

4 M.Sc. of Business Administration, University of Isfahan

Abstract
The aim of the current study was to examine the effect of brand personality of football teams on fans' brand preferences and fans' brand loyalty. According to research purpose, the study was a descriptive and a practical one, that was conducted based on structural equation modeling. The research population involved the fans of Esteghlal and Perspolis football clubs, and a sample of 441 football fans were selected through random sampling in stadiums that were selected purposely. Chen& Chang's brand preference questionnaire (2008), and He's brand loyalty questionnaire (2012) have been applied as research tool. Brand personality questionnaire was designed based on main dimensions ofAaker' s brand personality questionnaire (1997). The questionnaires validity was verified by sport marketing experts, and the reliability of brand personality, Brand loyalty, and Brand preference questionnaire were respectively found to be 0.86, 0.91, and 0.79 according to Chronbach's alpha. SPSS18 and Amos18 and structural equation modelingwere applied for data analysis. The results indicated that brand personality was effective on brand preference (β=0.51), brand personality was effective on brand loyalty (β=0.46), and brand preference was effective on brand loyalty (β=0.58). This study determine the benefits and value of football teams' brand personality in the process of maintaining fans' loyalty.

Keywords

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Sport Management Studies
Volume 11, Issue 53
March and April 2019
Pages 237-256

  • Receive Date 01 October 2015
  • Revise Date 26 September 2016
  • Accept Date 31 October 2016

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