Brand Management Model in Sport Industry of Iran

Abstract

The study aims to examine brand management model in Iran's professional Football League (2011-2012) with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911) responded 4 items questionnaire. A structural equation  model  (SEM)  test  with  maximum  likelihood estimation  was  performed  to  test  the relationships among the research variables. The analyses of data showed three dimensions of brand image 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. According to Results, brand image play a pivotal role between Iranian fans brand loyalty. Create an attractive and desirable brand image in the fans mind increases brand loyalty. And due to, revenue and profits increase through ticket sales and products of club and also attract more sponsors.

Keywords: {'name': 'Brand Management'}, {'name': 'Sport Industry'}

Authors & affiliations

Vajihe Javani
Affiliation not supplied

Mohammad Ehsani
Affiliation not supplied

Mojtaba Amiry
Affiliation not supplied

Hashem Kozechian
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

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