Abolfazl Farahani; Hamid Ghasemi; Habib Honari; Mohammad Rasoul Khodadadi
Volume 3, Issue 3 , March 2015, , Pages 51-64
Abstract
This research aims to validate and factor analysis of Fan Based Brand Equity (FBBE) questionnaire offootball in Iranian super league clubs that was descriptive-analysis and done through survey method. Thestatistic society was football club fans of 13thfootball super league and sample society was 880 ...
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This research aims to validate and factor analysis of Fan Based Brand Equity (FBBE) questionnaire offootball in Iranian super league clubs that was descriptive-analysis and done through survey method. Thestatistic society was football club fans of 13thfootball super league and sample society was 880 of chosenseven clubs using Qucran sampling method done by available sample using random category andclustering methods. The instrument was author made questionnaire of FBBE. Total reliability was(CVI=0.91) and validity was surveyed in 2 pilot methods of test-retest (ICC= 0.89) and Chronbach thatshowed upper than 0.8 for 52 questions and lower for 2 ones, that were eliminated from questionnairefinally. Firstly, data were analyzed for descriptive of mean, Std. frequencies, percentiles and charts, then,descriptive statistical were evaluated for all variables. Using KS showed that distribution was normal, andAmos were used for exploratory and confirmatory factor analysis. The results showed that collected dataare in line with research theory model with amounts of 20.86 for Chi-Square and 0.066 for significant thatis more than 0.05. (GFI) is 0.984 that is a desirable amount for Model fitting. (RMSEA) is 0.064 andconsidering that the amount is less than 0.07 it can be rule to acceptance of research model. (TLI) index is0.968, (CFI) index is 0.989 and (PNFI) is 0529 that all are showing desired fitting and acceptance ofresearch model. The results of Regression estimation show that traits and brand association benefits factorshave no relation on loyalty of Iranian super league fans. Brand association attitudes and brandidentification factors have direct and significant relation with loyalty to brand in Iranian super league fans.
