Designing a Special Value Brand Model for Peykan Volleyball Team in Tehran

Subject Areas : Jounal of Marketing Management

morad Roumiyani ¹ , Najaf Aghaei, ² , Amir hosein Monazami ³ , Saeed Rouniyani ⁴ , mina gandomi ⁵

1 - Master of Sport Management, Faculty of Sport Sciences, Shahid Rajaee Teacher Training University, Tehran, Iran
2 - Associate Professor, Department of Sport Management, Kharazmi University and Shahid Beheshti University, Tehran, Iran
3 - Assistant Professor, Department of Sport Management, Faculty of Sport Sciences, Shahid Rajaee Teacher Training University, Tehran, Iran
4 - Master of Sport Pathology, Faculty of Sport Sciences, Razi University, Kermanshah, Iran
5 - Master of Sport Management, Faculty of Sport Sciences, University of Tehran, Iran

Received: 2019-11-28 Accepted : 2020-01-05 Published : 2019-06-22

Keywords: Volleyball Team, Paykan Tehran, Special Brand Value,

Abstract :

Purpose: Today, building strong brands has been a marketing priority for many organizations because of the great advantages. Strong brands for a company create an identity in the marketplace. Brand equity has many benefits for companies and manufacturers. Today, brands in sports are widely considered. The aim of present study was to design a Special Value Brand Model for Peykan Volleyball Team in Tehran. Method: This was a descriptive-correlational study and in terms of data collection was field with structural equation approach. The statistical population of the study consisted of all spectators (1800) who were present at the indoor gym of Tehran Peykan Volleyball House in the 96-97 season to watch the Peykan volleyball team match. According to Morgan table, 317 spectators were selected using available sampling method. Akr’s (1991) questionnaire containing 29 items was used for data collection. The face and content validity of the research instrument was confirmed by 15 sports manager professors in the field of marketing management. Cronbach's alpha (0.983) and combined reliability (0.985) were used to assess the reliability of the questionnaire and confirmatory factor analysis using PLS software was used to test the research model. Results: The fitting of the measurement model showed the appropriate fitting of the research model. Also, the relationship between brand equity dimensions of Tehran Paykan team with T_ values criterion was shown to be positive and significant. Also in the overall fit of the model, Goodness of Fit criterion was used. The obtained value was 0.463, indicating appropriate fit of the overall model.

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