Effect of income and cost of fans on the brand loyalty in football premier league of Iran

Document Type : Research Paper

Author

Abstract

The study aims to investigate the importance of fans brand loyalty of Iraian primarly  football league, based on income and cost of fans.  The fans of two the most popular teams (Esteghlah and Piruzi) responed the questuionair. According to data estimation methods, sample size of this study was  considered 200 supporters of both teams.To investigate the relationships was used panel data. The results of these tests were performed using Eviews software.As a result, the income coefficient is obtained insignificant, But the cost was significant, and it obtained proper amount correlation coefficient with brand loyalty the correct .Thus bye increasing the brand loyalty, the cost will increase.
 

Keywords

References

منابع فارسی
المیری، م. (1387). بررسی عوامل موثر بر حضور تماشاگران فوتبال شهر تهران در استادیوم. پایان نامه کارشناسی ارشد. دانشگاه اصفهان. دانشکده تربیت بدنی و علوم ورزشی.
الهی، علیرضا. (1386). موانع و راهکارهای توسعه اقتصادی صنعت فوتبال. رساله دکتری مدیریت ورزشی، دانشگاه تهران، دانشکده تربیت بدنی دانشگاه تهران.
عسکریان، فریبا؛ جعفری، افشار. (1388). مقایسه هزینه های ورزشی خانوار ایرانی سال 130 تا 1385. پژوهش در علوم ورزشی. شماره 25، صص 104-95.
 گیلانی نیا، ش؛ کاظمی راد، ش. (1387). تحلیل مفهومی وفاداری به برند (وفاداری به برند, عامل کلیدی سودآوری بنگاه های تجاری). مجله برند.www.brandmagazine.ir
 محمدی، ع. (1387). هواداران سرمایه های اصلی فوتبال. نشریه چشم انداز فوتبال. شماره چهارم. .2ص
 واعظ موسوی، م؛ مسیبی ف.(1386). روان شناسی ورزشی. انتشارات سمت. چاپ اول. ص ص 299 -306 .
 
منابع لاتین
Anonymous.2009. Fan loyalty measured; a study by Dentsu Sports, A division of Dentsu, says there are four factors that help people decide team loyalties: Human factor (HF), Perceived Energy (PE), Performance and Engagement. Business Today.
Baltagi, B.H. (2005): Econometric Analysis of Panel Data, Third edition. Chichester: Wiley .
Bristow, D.N; and Sebastian, R.J. (2001). Holy cow! Wait’ till next year! A closer look at the brand loyalty of Chicago cubs baseball fans. Journal of Consumer Marketing. Volume18(3). PP: 256-275. Donihue, M; Findlay, D; and Newberry, P. (2002). An analysis of attendance at major league baseball spring training games. Journal of Sports Economics. Vol8, No 1. PP: 39-61.
Filo.K. And Funk, D.C. 2008. Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness. International Journal Sport Management and Marketing, Vol3. PP 39-54.
Heere,B; And Dickson,G. 2008 .Measuring Attitudinal Loyalty .Seprating the Terms of affective Commitment and Attentional Loyalty. University Florida State Auckland University of Techtology. Journal of Sport Management.PP 227-239.
Lager, M . 2010. Customer Relationship Management. Medford. Vol. 14(3;(pg. 50, 1 pgs .
McMullan, R; and Gilmore, A. (2003).The conceptual development of customer loyalty measurement: A proposed scale. Journal of Targeting, Measurement and Analysis for Marketing. Vol 11 (3), 2005
Mullin, B.J; Hardy, S; and Sutton, W.A. (1993). Sport Marketing. Champaign, IL: Human Kinetics Publishers.
Research in sport Management
Volume 2, Issue 6 - Serial Number 6
September 2013
Pages 77-88

Files

Share

How to cite

Statistics