Sat, Dec 21, 2024
[Archive]
Volume 2, Issue 4 (12-2022)
APM 2022, 2(4): 307-314 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Tarighi R, sheykh M, salehi rostami M. The effect of brand personality on the loyalty of football clubs fans: A case of Nassaji Mazandaran. APM 2022; 2 (4) :307-314
URL: http://hasesjournal.com/article-1-45-en.html
URL: http://hasesjournal.com/article-1-45-en.html
1- Assistant Professor of sport management Assistant Professor of sport management, Shomal University , rasoul.tarighi@ut.ac.ir
2- Master of Sports Management Adib Mazandaran Institute of Higher Education
2- Master of Sports Management Adib Mazandaran Institute of Higher Education
Abstract: (1586 Views)
This study aimed to investigate the effect of brand personality on the loyalty of Mazandaran Nassaji Football Club fans. This study was an applied descriptive survey. The statistical population of this study includes all fans of Mazandaran Nassaji Football Club in 2021, whose number was unlimited; therefore, 384 people were selected as a sample using the available Krejcie and Morgan table by available sampling method. Data collection tools in the present study are two standard questionnaires: the Siutsu personality questionnaire of sports teams (2012) and the Mahoni et al. loyalty questionnaire of sports team fans (2000). Descriptive statistics and inferential statistics were used to analyze the data by SPSS and Amos software. The results indicate that the brand personality and its dimensions (competition, prestige, ethics, originality, and credibility) affect the loyalty of Mazandaran Nassaji Football Club fans. It is suggested to the managers and officials of sports clubs to use the results of this research in the sports club in order to increase income and the need for self-sufficiency and attract new fans and fan loyalty.
Type of Study: Original Article |
Subject:
Sport Managment
Received: 2022/04/17 | Accepted: 2022/06/12 | Published: 2022/09/1
Received: 2022/04/17 | Accepted: 2022/06/12 | Published: 2022/09/1
References
1. Del Barrio-García, S., & Prados-Peña, M. B. (2019). Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. Journal of Destination Marketing & Management, 13, 10-23. doi:10.1016/j.jdmm.2019.05.002.[Google Scholar] [DOI:10.1016/j.jdmm.2019.05.002]
2. Ebrahimipoor, Tahere; ramzaninejad, Rahim; maziyar; kalashi )2020) The relationship between personality brands and football fans loyalty, Quarterly Journal of Sport Development and Management.,8, 4,20.,20_31(Persian) .[Google Scholar]
3. GARANTİ, Zanete (2019)Ethical Brand Perceptions and Their Impact on Brand Loyalty and Brand Choice Intentions: Mediating Role of Emotional Brand Attachment.,Volume 14, Issue 56, 448 - 459.[Google Scholar]
4. Ghafourian Shagardi, Amir; Ghayyur Baghbani, Seyed Morteza; Heravi Chamani, Taktam (2021). Investigating the Relationship between Brand Originality and Brand Love Considering the Role of the Need to Be Unique in Five Star Hotels in Mashhad_ Quarterly Journal of Tourism and Development_ Year 10, Issue 2., No. 1-13(Persian) .[Google Scholar].
5. Gupta, S., Gallear, D., Rudd, J., & Foroudi, P. (2020). The impact of brand value on brand competitiveness. Journal of Business Research, 112, 210-222. doi:10.1016/j.jbusres.2020.02.033.[Google Scholar] [DOI:10.1016/j.jbusres.2020.02.033]
6. Ghammat Afzar, Nasrin; Saljuqi, Mohammad Javad (2021). Investigating the effect of brand personality on the loyalty of sports team fans by determining their identity (Case study: Payam Quchan karate fighters); Accounting and Management Perspectives, Volume 2 _ Number 9 (Volume 2);p 1_20(Persian) .[Google Scholar]
7. Heslop, L. A., Cary, D., & Armenakyan, A. (2010). "Cue incongruity in wine personality formation and purchasing". International Journal of Wine Business Research, 22(3), 288-307.[Google Scholar] [DOI:10.1108/17511061011075400]
8. Jaberi, A., Soltan Hoseini, M., Naderian Jahromi, M., & Khazaei Pool, J. (2014). Providing a model for developing football teams' brand loyalty of pro league in IRAN by applying SEM. Sport Management, 3(6), 475-92. (Persian) .[Google Scholar]
9. Keni Keni & Callista (2021)peranan brand image dan brand credibility dalam meningkatkan loyalty intention melalui brand commitment; mix: Jurnal Ilmiah Manajemen, 11,. 1., 94 - 106.[Google Scholar] [DOI:10.22441/mix.2021.v11i1.007]
10. Karjaluoto, H., Munnukka, J., & Salmi, M. (2016). How do brand personality, identification, and relationship length drive loyalty in sports? Journal of Service Theory and Practice, 26(1), 50-71. doi:10.1108/jstp-09-2014-0206.[Google Scholar] [DOI:10.1108/JSTP-09-2014-0206]
11. Koper, J.B. (2016).,"Looking inside for Competitive Advantage", Academy of management Executive, volume, PP. 13-27.[Google Scholar]
12. Kim, S., Ham, S., Moon, H., Chua, B.-L., & Han, H. (2018). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management. doi:10.1016/j.ijhm.2018.06.026.[Google Scholar] [DOI:10.1016/j.ijhm.2018.06.026]
13. Rudbari, Hamid and Elahi, Alireza and Akbari Yazdi, Hossein (2016). The relationship between the brand of the club's brand, trust and loyalty to the brand of Persepolis fans, National Brand Conference in Sports, Mashhad, https://civilica.com/doc/919172. (Persian) .[Google Scholar] [DOI:10.5539/res.v8n3p187]
14. Louis, D., Lombert, C. (2010)." Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)". Journal of Product & Brand Management, 19(2), 1144-130.[Google Scholar] [DOI:10.1108/10610421011033467]
15. Lin, L.Y. (2010). The Relationship of Consumer Personality Trait, Brand Personality and Brand Loyalty: An Empirical Study of Toys and Video Games Buyers. Journal of Product and Brand Management,Vol 19(1), Pp. 4-17.[Google Scholar] [DOI:10.1108/10610421011018347]
16. Lee, J. S. (2017). "Reexamination of attended-based brand equity", Tourism Management, pp. 1-7.[Google Scholar]
17. Islam, Ali Akbar (2015) Marketing Planning, Tehran: Bazargani Publishing, First Edition. (Persian) .[Google Scholar]
18. Moharamzadeh, M., & Akbari, R. (2013). The relationship between dimensions of customers loyalty and improving national brand in volleyball and football professional league in Iran. Applied Research in Sport Management, 1(4), 71-8. (Persian) .[Google Scholar]
19. Maleki, M.; Hosseini*, S. E. ; Tarighi, R. (2020)Prioritizing the Factors Affecting the Branding of the Iranian Football League_Sport Sciences Quarterly 14 (39), 162-177.[Google Scholar]
20. Pool, J. K., Dehghan, A., Jamkhaneh, H. B., Jaberi, A., & Sharifkhani, M. (2018). The effect of e-service quality on football fan satisfaction and fan loyalty toward the websites of their favorable football teams. In Sports media, marketing, and management: Breakthroughs in research and practice (pp. 470-485). IGI Global.[Google Scholar] [DOI:10.4018/978-1-5225-5475-2.ch024]
21. Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97-113.[Google Scholar] [DOI:10.1057/s41262-016-0005-5]
22. Rajabi,H; Tarighi, R; Mizani, M(2016)The Study of Customer experiences and satisfaction of service in Aquatic sports clubs_Applied Research of Sport Management Vol.4, No.3, pp67_78( in Persian) .[Google Scholar]
23. Su, J., & Tong, X. (2015). Brand personality and brand equity: evidence from the sportswear industry. Journal of Product & Brand Management.[Google Scholar]. [DOI:10.1108/JPBM-01-2014-0482]
24. Sajjadi, S, N., Rajabi, H., Abedlati, M., & Tarighi, R. (2016). Identify Factors Affecting Brand Equity of Professional Football Teams: The Case Study of Esteghlal Tehran Football Club. Sport Management Studies. 8 (39): 87-102. (Persian) .[Google Scholar] [DOI:10.29252/acadpub.aassjournal.5.3.87]
25. Sajjadi, Seyed Nasrollah; Rajabi, Hossein; Abed Lati, Mohammad; ,Tarighi Rasoul (2014) A Study of the Factors Influencing Brand Equity of Tehran Persepolis Football Club., New Trends in Sport Management,1,3, 43-52 (Persian) .[Google Scholar]
26. Shuv-Ami, A., Papasolomou, I. & Vrontix, D. (2017). New measure of brand equity status of a basketball club. Journal of Transnational Management, 23, 39-63.[Google Scholar] [DOI:10.1080/15475778.2018.1426942]
27. Tarighi,Rasoul ; Sajjadi,Seyed Nasrollah (2021)Developing Electronic Marketing Model for Selected Professional Federations of Iran Team Sport-Sport Management, 8 Vol.13, No. 1,pp119_139 (Persian) .[Google Scholar]
28. Tarighi, Rasoul; Alimorady, Mojtaba; Abedi, Farshid; Salehi Rostami, Maliheh (2022) Factor Analysis of the Effect of Marketing Mixed Elements on Satisfaction and re-attendance of Mazandaran Nassaji Football Club Fans, Journal of Applied Research in Management and Humanities,2,5, 16-29(Persian) .[Google Scholar]
29. Tarighi ,Rasoul; Sajjadi ,Seyed Nasrollah ;Hamidi ,Mehrzad ;Khabiri ,Mohammad (2017) Factors Affecting the Development of the Electronic Marketing Capacity of Professional Sports Federations; Annals of Applied Sport Science, v. 5, n. 2, p. 87-96.[Google Scholar] [DOI:10.18869/acadpub.aassjournal.5.2.87]
30. Tarighi, R. Talebi Kharkeshi, S. Salehi Rostami, M. (2022). Identifying the Barriers of Electronic Marketing Development in Sport Industry. Humanistic approach to sport and exercise studies (HASES), 2(1), 142- 154. (Persian) .[Google Scholar] [DOI:10.52547/hases.2.1.142]
31. Tarighi, Rasoul; Karami Ghadikolaee, Amin; Salehi Rostami, Maliheh (2022) Presenting a pattern of behavioral motivations and the re-attendance intention of professional football Clubs fans (Case study: Mazandaran Nassaji Football Club), Journal of Applied Research in Management and Humanities,2,4, 36-50(Persian) .[Google Scholar]
32. Tarighi R, Hamidi M, Rajabi H.( 2017) Identifying Effective Factors in Development of Sport Marketing in University Sport of I.R. Iran. Sport Management Studies.:8(40): 113-130. (Persian) .[Google Scholar]
33. Tarighi, Rasoul ; Hamidi, Mehrzad (2017) The Factors Affecting Development of Marketing Capability of Collegiate Sport; Annals of Applied Sport Science, vol. 5, no. 4, pp. 67-75(Persian) .[Google Scholar] [DOI:10.29252/aassjournal.5.4.67]
34. Tarighi R, Hamidi M, Rajabi H .( 2014 ) Designing Sport Marketing Model of National University Sport Federation of Ir. Iran. Journal of Research on University Sport.:2(5):15-30. (Persian) .[Google Scholar]
35. Tarighi, Rasoul; Rahmani Pashaklaei, Niloofar; Salehi Rostami,Maliheh;Salahi Kojour, Azim(20201). The Factors Affecting Brand Associations of the Iranian Football League Organization; Journal of New Studies in Sport Management, Volume 2, Issue 4, pp1_13(Persian) .[Google Scholar]
36. Yaseen ,Safeena;Mazahir, Ibtesam(2019) Impact of Corporate Credibility, Brand Awareness, Brand Image and Brand Loyalty on Purchase Intention in the Telecommunication Sector of Karachi., Vol. 9 No. 1:86-99.[Google Scholar]
37. Wang, X., and Yung, Z. (2011). The Impact of Brand Credibility and Brand Personality on Purchase Intention: An Empirical Study in China. International Marketing. Advances in International Marketing, Emerald Group Publishing Limited.Vol (21), Pp. 137-153.[Google Scholar] [DOI:10.1108/S1474-7979(2011)0000021009]
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
