Document Type : Research Paper
Author
Abstract
This research aims to Study of factors affecting attitudinal and behavioral loyalty on Fan -Based Brand Equity (FBBE) of Football in Iranian Super League Clubs and was descriptive-analysis and done by survey method. The statistic society was football club fans of 13thfootball super league and sample society was 880 of chosen seven club using Qucran sampling method done by available sample using random category and clustering methods. The instrument was author made questionnaire of FBBE. The questionnaire had two segments of demographic characteristics and 45 question of Likert 7 switched spectrum covering all related variables. Whole reliability was (CVI=0.91) and validity was surveyed in 2 pilot methods of test-retest (ICC= 0.89) and Alfa Chronbach(0.81). Firstly, data were analyzed for descriptive of mean, Std. frequencies, percentiles and charts, then, descriptive statistical were evaluated for all variables. Using KS showed that distribution was normal, and SPSS20 were used for Simultaneous multiple regression analysis. There is a linear significant relation between criteria and foreseen variables. Brand association’s benefits, traits, attitudes and identification have significant relation on attitudinal loyalty. Brand association attitudes have the most impact on attitudinal loyalty. Brand association benefits, attitudes and identification have significant impact on behavioral loyalty. Brand association’ traits have no significant relation with behavioral loyalty. Brand association’ attitudes have the most significant relation with behavioral loyalty.
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