Modeling the effect of perceived service quality on brand Social identity From the perspective of Persepolis Football Club fans

HATAMI, SAEED; Akbari, Hossein

doi:10.22059/jsm.2017.62135

Document Type : Research Paper

Authors

https://doi.org/10.22059/jsm.2017.62135

Abstract

this paper aimed to model the effect ofperceived service quality on brand Social identity From the perspective of Persepolis Football Club fans. The research method was correlation and survey. statistical community was Persepolis Football Club fans that watched the match ofthis team and Alnasr in the Asian Cup championship Attended the Azadi Stadium. sample of study consisted of 384 Spectators who were selected by random sampling method. The research Instruments were Dehdashti brand social identity questionnaire (2012) and Quality of service Ko and Kwon questionnaire (2006). Collected data were analyzed by inferential methods such as pearson correlation coefficient and structural equation model.Research results showed a positive and significant relationship between service quality and brand identity. the output of the AMOS software showed that structural model is fit. (GFI = 0.97, IFI = 0.98, NFI = 0.94, CFI = 0.98 & RMSEA = 0.60). According to results it seems that the quality of service and its dimensions is one of the most important components of brand social identity.

Keywords

References

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Sport Management Journal

Modeling the effect of perceived service quality on brand Social identity From the perspective of Persepolis Football Club fans

References

References

Volume 9, Issue 1 - Serial Number 1
July 2017
Pages 145-159

Modeling the effect of perceived service quality on brand Social identity From the perspective of Persepolis Football Club fans

References

References

Volume 9, Issue 1 - Serial Number 1July 2017Pages 145-159

Volume 9, Issue 1 - Serial Number 1
July 2017
Pages 145-159