The Study of Fans’ Brand Loyalty in Iranian Professional Football League
Vajihe Javani · Mohammad Ehsani · Mojtaba Amiry · Hashem Kozechiyan
International Journal of Research in Business and Social Science · 2013 · Vol. 2 / Issue 2 · 38-46
Publication metrics
External links open provider records or DOI searches. Provider counts are not combined. Mendeley readership measures saves, not citations.
Dimensions
Live provider badge. If unavailable, use the Dimensions link above.
Observed 21 Oct 2026, 07:22 UTC
Observed 22 Oct 2026 02:42 UTC
Observed 22 Oct 2026 02:42 UTC
OpenAlex and Mendeley observations refresh on article visits, at most once per 24 hours. Unavailable data is not zero. Google Scholar opens a DOI search.
Citations received by this article, grouped by the year of the citing work. Crossref and OpenAlex lifetime totals remain separate in Publication metrics.
2017–2026 Annual history last updated:
Citations received
OpenAlex · year of the citing work
Hover over a year or focus the chart and use arrow keys to inspect values.
2017–2026 annual-history window. 2026 is year to date. Unknown years have gaps.
View data & coverage
2026 is incomplete. Within a successfully fetched ten-year window, omitted years mean zero. Years beyond a saved observation’s window remain unknown (—). Older citations are excluded, so this chart’s sum may differ from the OpenAlex lifetime total. The date above belongs to this annual history; an unsuccessful refresh keeps the previous observation.
Abstract

 
 
 The study aims to examine winning brands influence on fans’ brand loyalty in Iranian professional football league. A ten-minute pen and paper questionnaire was distributed to fans of five superior teams of Iranian professional football league in 2009-2010 seasons. Team’s association questionnaire developed by Gladden and Funk (2001) was used for data collection. Reliability of the questionnaire was estimated by Cronbach’s alpha coefficient. A structural equation model (SEM) test with maximum likelihood estimation was performed to test the relationships among the research variables using 912 participants. The findings showed three dimensions of brand associations influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. In addition, the obtained model of this research highlighted strong interactional effects between the three mentioned dimensions of brand associations.
 
 
Authors & affiliations
Vajihe Javani
Affiliation not supplied
Mohammad Ehsani
Affiliation not supplied
Mojtaba Amiry
Affiliation not supplied
Hashem Kozechiyan
Affiliation not supplied
Deposited references
Supplied references, not a list of publications citing this article.
Aaker, D.A. 1991. Managing brand equity: Capitalizing on the value of a brand name, the press, New York, NY. pp: 109-111.
DOI: 10.1108/03090560510590683
DOI: 10.1108/IJSMS-07-01-2005-B004
DOI: 10.1123/jsm.22.2.205
DOI: 10.1108/07363760110392976
Capella, M.E. 2001. Measuring sports fans’ involvement: The fan behavior questionnaire. Southern Business Review, Vol 27(2). PP: 30-36.
DOI: 10.1108/10610420110410559
Cotler, P. 2006. Marketing management. Translated by Bahman Fruzande. Amokhteh Press. Fourth Edition.
DOI: 10.1108/10610420410568444
DOI: 10.1177/0092070394222001
Dunne, D; Moulden, G. (2009). Personal Branding. Translate By Amir Shirvani. Journal of Brand. Vol (3). P: 8. End, C.M.; Dietz-Uhler, B.; Demakakos, N.; Grantz, M. and Biviano. J. 2003. Perceptions of sport fans who BIRG. International sports journal, Vol 23(3).PP 139-231.
DOI: 10.1057/palgrave.bm.2550117
Funk, D.C. 2001. Diagnosing commitment: The role of selected attitude properties on the formation of commitment and subsequent message processing. Manuscript submitted for publication.
Funk, D.C. and Pastore, D.L. 2000. "Equating attitudes to allegiance: The usefulness of selected attitudinal information in segmenting loyalty to professional sports teams". Sport Marketing Quarterly. Vol. 9(4).PP:175-184. Funk, D.C.
DOI: 10.1080/01490400490272440
Ghasemi, V. 2010. Structural equation modeling in social researches using Amos Graphics. Jameahshenasan press. First edition.
DOI: 10.1108/IJSMS-03-01-2001-B006