Volume 2, Issue 8 (2022)
jsmas 2022, 2(8): 87-107 |
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roumiyani M, Monazami A H, Aghaei N. The relationship between brand equity and audience loyalty to the brand in sports clubs. jsmas 2022; 2 (8) :87-107
URL: http://jsmas.modares.ac.ir/article-9-63128-en.html
URL: http://jsmas.modares.ac.ir/article-9-63128-en.html
1- Student, PhD in Sports Management, Faculty of Sports Sciences, Mazandaran University, Iran , moradroumiyani1986@yahoo.com
2- Assistant Professor of Sport Management, Faculty of Sport Sciences, Shahid Rajaee Teacher Training University, Tehran, Iran
3- Associate Professor of Sport Management, Faculty of Sport Sciences, Kharazmi University , Tehran, Iran.
2- Assistant Professor of Sport Management, Faculty of Sport Sciences, Shahid Rajaee Teacher Training University, Tehran, Iran
3- Associate Professor of Sport Management, Faculty of Sport Sciences, Kharazmi University , Tehran, Iran.
Abstract: (689 Views)
The aim of the present study was to investigate the relationship between the brand's special value and the audience's loyalty to the brand in Iranian sports clubs. The descriptive research method was correlational and applied in terms of purpose. The statistical population included sports club spectators, whose sample size was determined based on Morgan's table for a population of 1,800 people, and 317 people were selected through available and targeted sampling. Aker's brand value questionnaire and Mahoney's audience loyalty questionnaire were used to collecting data. Pearson's correlation coefficient and multiple linear regression were used simultaneously with SPSS version 25 software to analyse the data. Based on the results of the research, it was observed that the special value of the brand has a significant direct positive effect on audience loyalty with the path coefficient (p=0.001, β=0.891); Therefore, it can be said that the special value of the brand has a significant positive effect on the loyalty of the audience. It is suggested according to the results.
Article Type: Original Research |
Subject:
Arts and Humanities (General)
Received: 2022/07/24 | Accepted: 2022/08/5 | Published: 2022/03/11
Received: 2022/07/24 | Accepted: 2022/08/5 | Published: 2022/03/11
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