Sport Management Studies

Survey Brand Equity Volleyball Team of Mazandaran Kale

Document Type : Research Paper

Authors

1 M.Sc. of Management and Planning in Physical Education, University of Tehran

2 Ph.D. of Management and Planning in Physical Education, University of Tehran

Abstract
This study was to assess brand equity in volleyball team. This research is considered as correlative- descriptive from research purpose perspective and is considered as field research viewed from data collection method aspect. 338 spectators of Kalle Mazandaran volleyball match at the Stadio city of Amol, that were selected by stratified method, completed the questionnaire with forty-nine questions. Ross and Russell and Bang questionnaires (2008) were used to gather data. Face validity and content validity of the questionnaire were analyzed and validated by 10 university professors in the field. Cronbach's alpha (0.86) method was used to determine the reliability of the questionnaire. The reliability of the questionnaire was estimated as Confirmatory factor analysis was used to examine the hypothetical method of research. The results indicated that the 11 mentioned factors by Ross had a relation with Associations of Brand equity of Kalle Mazandaran and had an effect on it. All 11 hypothesis related to this subject were validated. The effect of two related factors to the awareness aspect of teams’ Brand was also validated. Results have shown that every thirteen factors influencing brand equity team, introduced by ROSS, about KALE volleyball team is well proven. In other words, if the team managers and the clubs are trying to create or increase their brand equity, these variables must be considered.

Keywords

Main Subjects

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Sport Management Studies
Volume 9, Issue 43
August & Septe 2017
September and October 2017
Pages 185-198

  • Receive Date 02 March 2015
  • Revise Date 08 July 2017
  • Accept Date 13 July 2015

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