Modeling Factors Influencing Brand Extension in Professional Football Clubs

Benesbordi, Ali; Khabiri, Mohamad; Jalali Farahani, Majid; Goodarzi, Mahmood

doi:10.22059/jsm.2017.64713

Document Type : Research Paper

Authors

¹ Assistant Professor of Sport Management, Faculty of Sport Sciences, Hakim Sabzevari University, Sabzevar, Iran

² . Associate Professor, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

³ Associate Professor, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

⁴ Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2017.64713

Abstract

The aim of this study was modeling factors influencing brand extension in Iran professional football clubs. The research method was descriptive and survey. The statistical population consisted of sport management postgraduate students of Iran universities. Sampling was conducted by multistep cluster method and data were collected from universities in Tehran city, Ferdowsi University of Mashhad, Isfahan University and Razi University of Kermanshah (n=300). A questionnaire with 5 parts (brand equity, fan team identification, rules, marketing activity and brand extension) was used to collect data. The reliability and validity of the questionnaire was reviewed and approved before it was used. Confirmatory factor analysis was used to examine construct validity and the structural equation modeling in Lisrel software was used to offer the research model. The model test results showed that model fit with data was good and impact coefficients of rules (0.5), brand equity (0.37), marketing activity (0.27) and fan team identification (0.17) were significant on brand extension of professional football clubs.

Keywords

References

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Sport Management Journal

Modeling Factors Influencing Brand Extension in Professional Football Clubs

References

References

Volume 9, Issue 3
December 2017
Pages 411-428

Modeling Factors Influencing Brand Extension in Professional Football Clubs

References

References

Volume 9, Issue 3December 2017Pages 411-428

Volume 9, Issue 3
December 2017
Pages 411-428