The Impact of Affiliates on the Special Brand Value of the Iranian Football Clubs
Subject Areas : Jounal of Marketing Management
mojtaba
ghorbany asiabar
1
( PhD Student of Physical Education and Sport Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Mehdi
Naderinasab
2
(Assistant Professor, Department of Physical Education and Sport Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
ahmad
rahchamani
3
(Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Keywords: associate, Brand, club, Brand Equity,
Abstract :
Brand associations link the quality of the brand to a well-known nature. Brand associations are attributes of a brand that are branded in the customer's mind. These associations are implicit and explicit meanings that associate or associate the customer with a particular brand name, so the main purpose of this study was to examine the effect of associates on brand equity in the Iranian Premier League clubs. This goal-based research is an applied descriptive-survey method. Study Area, Fans of Iranian Premier League Clubs at Azadi Stadiums in Tehran, Imam Reza (AS) Mashhad, Yadgar Imam (RA) Tabriz, Role of Isfahan, Ghadir Ahvaz on Geographically Distributed Football Clubs in The Premier League was held in 2018 and the questionnaire was distributed among 500 supporters of the premier league teams in person by predicting the likelihood of a loss, with 404 usable questionnaires returned. Was. The researcher-made questionnaire consisted of 48 questions. Its face and content validity was confirmed by sport management and economics professors and its Cronbach's alpha was 0.927. SPSS v22 software and Smart-PLS software were used for analysis. The findings of this study indicate that brand awareness (brand associations) is effective in brand choice and tendency to change the chosen brand and helps organizations and sports teams make money by selling tickets and products.
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Ashforth, B.E. & Mael, F. (1989). “Social identity theory and the organization”, Academy of Management Review, Vol. 14(1), PP. 20-39.
Badrinarayanan, V.A., Sierra, J.J. & Martin, K.M. (2015). “A dual identification framework of online multiplayer video games: The case of massively multiplayer online role playing games (MMORPGs)”, Journal of Business Research, Vol. 68(5), PP. 1045-1052.
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Biscaia, R., Correia, A., Ross, S., Rosado, A. & Maroco, J. (2013). “Spectator-based brand equity in professional soccer”, Sport Marketing Quarterly, Vol. 22, PP. 20-32.
Biscaia, R., Ross, S., Yoshida, M., Correia, A., Rosado, A. & Maroco, J. (2016). “Investigating the role of fan club membership on perceptions of team brand equity in football”, Sport Management Review, Vol. 19, Issue. 2, PP. 157-170.
Boyle, B.A. & Magnusson, P. (2007). “Social identity and brand equity formation: A comparative study of collegiate sports fans”, Journal of Sport Management, Vol. 21, PP. 497-520.
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Chin, W.W. (1998). “The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (PP. 295-336). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.
Cohen, J. (1988). “Statistical power analysis for the behavioral sciences”, (2nd Ed.) New Jersey: Lawrence Erlbaum.
Currás-Pérez, R., Bigné-Alcañiz, E. & Alvarado-Herrera, A. (2009). “The role of self-definitional principles in consumer identification with a socially responsible company”, Journal of Business Ethics, Vol. 89(4), PP. 547-564.
Donavan, D.T., Janda, S. & Suh, J. (2006). “Environmental influences in corporate brand identification and outcomes”, Journal of Brand Management, Vol. 14(1/2), PP. 125-136.
Dukerich, J.M., Golden, B.R. & Shortell, S.M. (2002). “Beauty in the eye of the beholder: The impact of organizational identification, identity: And image on the cooperative behaviors of physicians”, Administrative Science Quarterly, Vol. 47, PP. 507-533.
Fisher, R.J. & Wakefield, K. (1998). “Factors leading to group identification: A field study of winners and losers”, Journal of Psychology & Marketing, Vol. 15(1), PP. 23-40.
Fornell, C. & Larcker, D.F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18(1), PP. 39-50.
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