Explaining and Prioritizing the Brand Evaluation Indicators of the Iranian Futsal Super League Clubs

Subject Areas : Sport Sciences Quarterly

amirmasoud mohammadi ¹ , nima majedi ² , zahra nobakhat ³

1 - دانشجوی دکتری مدیریت ورزشی،گروه تربیت بدنی ،واحد قزوین ،دانشگاه آزاد اسلامی ، قزوین، ایران
2 - استادیار گروه تربیت بدنی و علوم ورزشی، ,واحدقزوین ،دانشگاه آزاد اسلامی ،قزوین، ایران
3 - استادیار گروه تربیت بدنی و علوم ورزشی،واحدقزوین،دانشگاه آزاد اسلامی ،قزوین،ایران.

Received: 2021-11-05 Accepted : 2021-11-05 Published : 2021-08-23

Keywords: Keywords: Brand, Valuation indices, Choline Model, Iranian Futsal Super League,

Abstract :

AbstractBy measuring brand valuation accurately, it can be considered as a desirable scale correctly for evaluating the long-term effects of marketing. The purpose of this descriptive study was to explain and prioritize the brand valuation indices of Iranian Futsal Super League clubs using choline components, which was done as a descriptive-correlational study. The population included 168 futsal players, 28 coaches, and 14 club general managers, who contributed in the 1996-95 year season. The sample size of the study was 172 according to the return of questionnaires. The Faraji Brand Valuation Questionnaire (2012) was used, which contained 35 questions consisting of 7 components of choline valuation based on Likert's five-choice spectrum. The participants, on the whole, demonstrated that there was a significant relationship between the seven components of the main research model, which included the stability component, profit trend component, support component, geographical expansion component, protection component, leadership component, and market component with brand valuation. Additionally, the results showed that the support component is the most effective parameter in the brand equity of Iranian futsal clubs. Consequently, it is suggested that futsal clubs take serious advice and consultation to attract sponsors and financial support other than the government and provide the necessary foundation to support sports clubs.   

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