Document Type : Research Paper
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Abstract
This study aims to survey influencing of brand association dimensions on fans’ brand loyalty in Iranian professional football league. The study was practical and descriptive- survey. A sample of Iranian football fans of four top teams in 2010-2011 season replied questionnaires (n=384). Team association questionnaire had developed by Gladeen and Faunk in 2001, used this study. Also, Cronbach’s alphas coefficient (0/82) and Kendall coefficient (0/78) estimated reliability and validity of measures. For analyzing of hypothesis utilized confirmatory factor analysis and structural equation model. Results demonstrated the dimension of benefits was the most effective factor. And attitudes and attributes located the second and third rank. Also these dimensions have interaction with each other. There for, the clubs can attract more loyal fans and gain benefits by focusing on this framework for setting strategies.
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