sports marketing
mehdi jokar; Rahim Ramzaninejad; mahmoud moradi; Mohammad Hasan Gholizadeh
Abstract
the Economic valuation of Esteghlal Tehran football club by Contingent Valuation Method (CVM) The required information was collected by completing an electronic Double-bounded Dichotomous Choice questionnaire. sampling 942 questionnaires were used for analysis. logit regression model by forward LR method, ...
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the Economic valuation of Esteghlal Tehran football club by Contingent Valuation Method (CVM) The required information was collected by completing an electronic Double-bounded Dichotomous Choice questionnaire. sampling 942 questionnaires were used for analysis. logit regression model by forward LR method, examined the willingness to pay of fans for the evaluation of Esteghlal Club and the factors affecting it. To analyze the data were used the software; SPSS21, MAPLE21 and Expert Choice. According to the results, the expected amount of willingness to pay annually for each fan for Esteghlal Club was equal to 134,235 Tomans. The annual value of the club for the fans is equal to 402,706,500,000 Tomans and the current value of the club was estimated at 2,237,258,333,333 Tomans. with Analytic Hierarchical Process, was found that the use values of Esteghlal Club with a weight of 0.764 and a price of 1,709,265,366,666 Tomans are almost nearly triple more important than non-use values with a weight of 0.236 and a price of 527,992,966,667 Tomans. In prioritizing use values, indirect use values with a weight of 0.355 and a price of 606,789,205,166 Tomans in the first priority and respectively direct use values and option values They are second and third priority with weights of 0.341 and 0.304, and prices of 582,859,490,033 Tomans and 519,616,671,467 Tomans. In prioritizing non-use values, existential values with a weight of 0.512 and a price of 270,332,398,934 were recognized as more important than bequest values with a weight of 0.488 and a price of 257,660,567,733 Tomans.
