The Model of the effect of conflict, attraction, psychological commitment and resistance to change on behavioral loyalty brand of Sepahan sport club
Subject Areas :Elham Moshkelgosha 1 , Rasool Nazari 2 *
1 - Assistant Professor, Faculty of Sport Sciences Islamic Azad University Mobarakeh Branch, Isfahan, Iran
2 - Department of Sport Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.
Keywords: Audience, Conflict, loyalty, fans, Psychological Commitment,
Abstract :
The purpose of the present study was to investigate the structural model of the effect of conflict, attraction, psychological commitment and resistance to change on behavioral loyalty to the Sepahan soccer team brand in Isfahan. The statistical population of this research is the fans of the Isfahan Sepahan sport club. The sample size required for this study was 384 people. The data collection tool was a questionnaire with 52 questions.Whose validity was confirmed by the opinion of sports management professors and its reliability was confirmed by Cronbach's alpha test with a coefficient of 0.89. The results of the study showed that attraction has a positive effect with standard coefficient (0.15) on psychological commitment. The conflict has a positive effect with the standard coefficient (0.420) on psychological commitment. The attraction variable has an indirect effect on the variable of resistance to change with coefficient (0.69). The relationship between resilience to change and behavioral loyalty was also significant with the standard coefficient (0.11). That is, resistance can be the cause of behavioral loyalty, in other words, the constant presence of the audience. In general, it should be admitted that in order to promote the brand's strategic position, by highlighting the club's brand, it can create a clear picture of the club's performance in the minds of the fans by creating warmth, social acceptance, respect for the audience, providing exciting conditions. And eventually provide security.
_||_