Investigating the effective factors of the brand reputation of Iran's premier football league: a quantitative study
Subject Areas : Otherszahra moradisarkarabad 1 , Ali Mohammad Safania 2 , Salaheddin Naghshbandi 3 , alimohammad amirtash 4 , ali zarei 5
1 - Islamic Azad University, Research Sciences Branch, Tehran
2 - Professor of Sports Management Department, Science and research Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor in Sport Management, Department of Sport Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.
4 - Professor, Department of Physical Education and Sports Sciences, Science and Research Unit, Islamic Azad University, Tehran, Iran
5 - Associate Professor Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran , Iran
Keywords: Brand resonance, brand equity, Premier League football.,
Abstract :
The design of the resonance model of the Iranian Premier League brand and its relation to the special value of the brand. Mixed research method is actually a combination of quantitative research method. The statistical population of this research included experts in the field of sports, sports teachers, and an unknown number of physical education students, and 360 people were selected as a sample. In the quantitative part, the research tool included a questionnaire for the brand resonance variable, and Aker's brand equity questionnaire (1996) was used to measure brand equity, and this part was also analyzed with Spss and AMOS software.is intended. According to the results of the Pearson test, the significance level of the relationship between the brand resonance and its components with the special value of the brand of the Iranian Premier League is less than 0.05, so the null hypothesis is rejected and the opposite hypothesis is confirmed in this regard. This means that it can be said with 95% confidence that there is a significant relationship between the resonance of the brand and its components with the special value of the brand of the Premier League of Iranian Football. Finally, the obtained results showed that the independent variable (brand resonance) has an effect on the dependent variable (brand value). Therefore, with this result, the assumption that the conceptual model of the current research is a desirable model is confirmed.
