Relationship Between Brand Association and Brand Loyalty in the Fans of Private Clubs in Iran
Ayda Azadi*1 Davood Nasr Esfahani2 and Mohammad Mohammadpoori31Department of Physical Education and Sport Science, Central Tehran Branch, Islamic Azad University, Tehran, Iran 2Sport Management Ph.D, Sama technical and vocation traininig college, Islamic Azad University, Khorasgan Branch, Esfahan, Iran 3Sport Management Ph.D student, Islamic Azad University Karaj Branch, Alborz, Iran
Abstract: The purpose of this research is to investigate relationship between brand association and brand loyalty in the fans of private clubs in Iran. This research was conducted using surveying– descriptive method and it was an applied research. Its Statistical society consisted of the fans of private Clubs. sample size Estimated by statistical formula was 448. After excluding incomplete questionnaires, it became 435. Measuring instrument of team brand association questionnaire had been developed by Gladden and Funk (2001). Its Validity and reliability were tested (cronbach's alpha coefficient = 0/89 This questionnaire included 5 parts with 58 questions. Data was analyzed using software SPSS, version 19. Results were obtained using statistical tests such as kolmogrov smirnov and pearson correlation. The findings of this research showed that there was significant relationship between brand association and brand loyalty in the fans of private clubs. In addition, they showed that there was correlation between all three factors of brand association (attributes, benefits, attitudes) and brand loyalty in the fans of private club (p = 0.01). Thus, given the findings, authorities should pay attention to relationship between brand association and brand loyalty in order to choose successful strategies.
Keywords: brand association; brand loyalty; fans; private clubs Back to TOC