Designing SEM Model of Fans Loyalty in  Iran football premier League Based on Service Brand Dimensions

Sharifi, Afsane; Aslankhani, Mohammad Ali; Tojari, Farshad; Doroudian, Ali Asghar

doi:10.30473/arsm.2019.38027.2618

Document Type : Research Paper

Authors

Department of physical education, North Tehran Branch, Islamic Azad University, Tehran, Iran

https://doi.org/10.30473/arsm.2019.38027.2618

Abstract

Brand is the most iconic aspect of the sports industry and the fans are the largest consumer of sports brands. Therefore, the focus on the fans loyalty in sports, especially football, is a concern for many sports clubs managers. Therefore, the main purpose of this study was to design SEM model of fans loyalty in Iran football premier league based on service brand dimensions. The statistical populationwere include of Iran football premier League fans. For this purpose, 384 fans selected as sample using available targeted sampling.
To collect data, the service brand loyalty questionnaire of Krystallis and Chrysochou (2014) was used. The validity and reliability were confirmed. Multivariate regression and structural equations were used to analyze data. The result showed positive significant impact(sig<0.50) of brand hearsay on brand evidence (0.76) and brand attitude(0.53), brand attitude on satisfaction(0.80), satisfaction on brand attitude(0.26) and brand attitude on fans loyalty. Also, the effect of brand hearsay on satisfaction and brand evidence on brand attitude was not significant. But all the variables directly and indirectly affected on fans loyalty. It is also observed that brand attitude has the most impact on the fans loyalty. Therefore, club managers are recommended to attract and retain fans by relying on their assets and opportunities and benefit from the advantages of loyal fans, including earning money and confronting competitors.

Keywords

20.1001.1.23455551.1397.7.3.4.7

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Applied Research in Sport Management

Designing SEM Model of Fans Loyalty in Iran football premier League Based on Service Brand Dimensions

References

References

REFERENCES

Volume 7, Issue 3 - Serial Number 27
Winter 2019
February 2019
Pages 45-54

Designing SEM Model of Fans Loyalty in Iran football premier League Based on Service Brand Dimensions

References

References

REFERENCES

Volume 7, Issue 3 - Serial Number 27Winter 2019February 2019Pages 45-54

Volume 7, Issue 3 - Serial Number 27
Winter 2019
February 2019
Pages 45-54