Relationship Between Brand Association and Brand Loyalty in the Fans of Private Clubs in Iran

Ayda Azadi,Davood Esfahani,Mohammad Mohammadpoori

doi:10.13005/bpj/855

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.

Highlights

In today’s competitive environment, great organizations should attract customers and buyers in order to be successful and competitive
The results showed that seven dimensions out of thirteen dimensions of brand association were significant predictors of brand loyalty incommitted fans of this research
The results showed that there was correlation between three factors of brand association– attributes, benefits, attitudes– and brand loyalty.In addition, the results of multiple regression showed that benefits and attitudes were good predictors of brand loyalty

Summary

Introduction

In today’s competitive environment, great organizations should attract customers and buyers in order to be successful and competitive. In successful organizations, marketing sector in responsible for it by marketing processes and activities In this regard, sport teams and clubs as great organizations should pay special attention to this important sector. Relationship with customer is a central principle and all companies give priority to drawing customer’s attention. In this regard, sport industry development by advertising growth and leagues, clubs and sport teams professionalization caused more focus on stable fans as central customers. Sport industry development by advertising growth and leagues, clubs and sport teams professionalization caused more focus on stable fans as central customers These customers are income basis and improve competitive advantage for team

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