Study of effective factors of fans brand loyalty in Iranian professional football league

Abstract

The purpose of this study was to examine the effective dimensions of brand association in Iranian Professional Football League. A descriptive- survey study was a kind of practical research. A sample of Iranian professional football league fans (n = 797) participated in this research. Gladden and Funk team's brand association questionnaire used to collect the data. The reliability of the questionnaire was tested for this research (Cronbach's alpha = 0.83). This questionnaire consisted of five parts with a total of 61 questions. SPSS software (15th edition) was used for analyzing the data. Using statistical test; Pearson correlation, linear and multiple regressions showed strong correlation between three brand associations' dimension factors: attributes, benefits, and attitudes of brand association with the fans' brand loyalty (p = 0.01). According to the results of multiple regressions, the brand association's dimensions; benefits and attitudes were appropriate indicators of brand loyalty among fans. Key words: Brand associations, brand loyalty, fans, football league.