Developing the Model of the Role of Communication Marketing on the Brand Love of Iran Futsal Premier League Fans (Case Study: Mashhad Farsh Ara Sport Cultural Club

Subject Areas : Sport Sciences Quarterly

کیانوش شجیع ¹ , سید مرتضی عظیم زاده ² , فرشته ادیب روشن ³ , رضا حیدری ⁴

1 - دکتری مدیریت ورزشی، دانشکده علوم ورزشی دانشگاه فردوسی مشهد
2 - استادیار مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران
3 - دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی – واحد مشهد، مشهد، ایران
4 - دانشجو دکتری مدیریت ورزشی، دانشکده علوم ورزشی دانشگاه فردوسی مشهد

Received: 2019-10-10 Accepted : 2019-12-17 Published : 2020-06-21

Keywords: Brand Love, Futsal, fans, communication marketing, Mashhad Farsh Ara,

Abstract :

The aim of this study was to develop the model of the role of communication marketing tactics in the brand love of Iran futsal premier league clubs fans which was a case study in Mashhad Farsh Ara sport cultural club using structural equation modeling. This study was descriptive-survey. And the population consisted of Mashhad Farsh Ara sport club fans. Descriptive and inferential statistics were used to analyze the data at the significance level of 0.05. As the path coefficient between communication marketing and brand personality was almost positive (0.24) and the related t statistic was equal to 15.16, it can be concluded (with 95% confidence) that this path coefficient was significant at the error level of 0.05. The significant and direct (positive) relationship between communication marketing and brand love was confirmed. Generally, the development of structural equation modeling of the role of communication marketing in brand love of Iran futsal premier league fans stated that an insertion of a new concept named love into Iran premier league clubs is a serious need and more attention to the fans’ needs is required to reach this important issue and to employ the positive results of this insertion into Iran football.