Meta-Analysis of the Relationship between Brand Equity and Loyalty of Iranian Athletes
Subject Areas : marketing
Bahman
Ghardashi
1
(Department of Physical Education, Azerabadegan Non-Governmental Higher Education Institute, Urmia, Iran)
Kazem
Mehri
2
(Assistant Professor, Department of Physical Education, Naghadeh Branch, Islamic Azad University, Naghadeh, Iran*)
Mehrdad
Rahimian
3
(Assistant Professor, Department of Management, Naghadeh Branch, Islamic Azad University, Naghadeh, Iran)
Keywords: Meta &ndash, analysis, Brand equity, loyalty, athletes,
Abstract :
The aim of this meta-analysis study was to analyze the relationship between brand value and loyalty of Iranian athletes. This research is from the point of view of practical purpose and is included in the category of qualitative researches. The statistical population of the research is all the studies conducted in Iran in the field of the relationship between brand value and the loyalty of Iranian athletes at the level of master's and doctoral theses, as well as the studies published by executive and research institutions and indexed in scientific research journals. . The number of these articles was 90. The sample size is made up of 21 primary studies. The qualitative sampling methods used were also purposeful snowball sampling. In order to investigate the effect size, separate each intervention, the combined effect size with two models of fixed and random effects, funnel plot, sensitivity analysis, homogeneity test and Volume I were used in order to investigate the primary researches. Pearson's correlation coefficient was also used as r index. Finally, the size of the overall effect of brand equity on athletes' loyalty is equal to r=1.734 (p=0.05), which shows the size of the lifting effect according to Cohen.
