Masoud Freydoni; Masoume kalateh seifari
Volume 5, Issue 4 , May 2017, , Pages 101-108
Abstract
The aim of current study was designing a model of the effect of marketing mix efforts and brand value on Persepolis fans responses. The study was particular as from aim aspect and it was descriptive- survey as from collecting data aspect. The population of this study included the whole Persepolis fans ...
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The aim of current study was designing a model of the effect of marketing mix efforts and brand value on Persepolis fans responses. The study was particular as from aim aspect and it was descriptive- survey as from collecting data aspect. The population of this study included the whole Persepolis fans buying in minimum one ticket of the games and going to the stadium that on the base number of questionnaire items (41 items), 410questionnaires were collected as the sample. With review literature, the primary model was designed then on the base of it, the survey questionnaire was designed and its validity was measured with the number of university sport experts and with EFA method. After determining of reliability, the questionnaire was distributed. Analyzing the data was done with Pearson correlation and SEM. The results was shown marketing mix efforts effects (PC=0.53) on band equity and (PC=0.46) on fan’s response of Persepolis FC. Also brand equity has effect on fan’s response (PC=0.51). The proposed model approved the effect marketing mix efforts on fan’s response with modifying brand equity so the results are suggested to FC managers focus on improvement their FC brand to result high positive fans’ responses and to achieve higher funding
