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:: Volume 6, Issue 21 (Summer 2018) ::
3 2018, 6(21): 21-33 Back to browse issues page
Explaining the Effect of Brand Equity, Brand Image and Fan Commitment on International Branding of Iran Premier Football Clubs
Reza Rajabzadeh1 , Mahdi Talebpour 2, Alireza Hadadian3 , Mahdi Jabari Noghabi4
1- Ph.D. Student of Sport Management, Ferdowsi University of Mashhad, Mashhad, Iran
2- Associate Professor, Department of Sport Behavior and Management, Ferdowsi University of Mashhad, Mashhad, Iran , mtalebpour@um.ac.ir
3- Assistant Professor, Department of Management, Ferdowsi University of Mashhad, Mashhad, Iran
4- Assistant Professor, Department of Statistics, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract:   (4560 Views)
The aim of this study was to explain the effect of brand equity, brand image and fan commitment on international branding in Iran premier football clubs. This study was applied in terms of results and aims and descriptive-correlation in terms of research methodology which was conducted as a field. Fans of 4 clubs (Esteghlal, Persepolis, Sepahan and Zob Ahan) in 2016-2017 were selected as the population. Based on the logical volume of the sample needed in structural equation modeling, sample consisted of 810 subjects. A researcher-made questionnaire with 41 items in 5-point Likert Scale was used to collect data. Content validity of the whole questionnaire was confirmed by 15 professors.  To measure convergent validity, AVE coefficient was used and to measure reliability, Cronbach's alpha coefficient and CR coefficient were used and the validity and reliability were high. For data analysis, SPSS and AMOS were used. The data were analyzed based on structural equation modeling. GFI=0.94 showed a good fit and confirmed the model. Based on these results, it can be stated that brand equity and its subscales had a positive and significant effect on brand image, brand image on fan commitment and fan commitment on branding of Iran football clubs.
Keywords: Brand equity, brand image, branding, fan commitment, football, premier clubs.
Full-Text [PDF 603 kb]   (1641 Downloads)    
Type of Study: Research | Subject: Special
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Rajabzadeh R, Talebpour M, Hadadian A, Jabari Noghabi M. Explaining the Effect of Brand Equity, Brand Image and Fan Commitment on International Branding of Iran Premier Football Clubs. 3 2018; 6 (21) :21-33
URL: http://ntsmj.issma.ir/article-1-1118-en.html


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Volume 6, Issue 21 (Summer 2018) Back to browse issues page
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