Document Type : Research Paper

Authors

1 MSc of Business Management, IMPS, Tehran, Iran

2 Associate Professor, Entrepreneurship Faculty, University of Tehran, Tehran, Iran

3 Assistant Professor, Department of Business Management, IMPS, Tehran, Iran

Abstract

Due to daily development of sport industry and its profitability for many counties in the world, branding and brand development to enter new sections and markets is a common strategy for many big sport teams in the world. The aim of this study was to examine sport brand development, its presence in different markets and arenas and its effect on brand equity. Persepolis brand was selected which is a popular brand in Iran. Tehran city was selected from different cities as the statistical sample by cluster sampling method. 384 subjects were selected as the statistical sample using Morgan Table. For data collection, a questionnaire with 50 items (5 demographic items and 45 items to measure the article variables) was used. The reliability and validity of questionnaire were assessed by Cronbach’ alpha and logical validity. The conceptual model of the study was examined by structural equation modeling. The results showed that sport brand development had positive and direct effects on brand equity, perceived quality, brand awareness, brand loyalty and brand association.
 

Keywords

1. ایمانی خوشخو، محمدحسین؛ ایوبی یزدی، حمید (1389). «عوامل مؤثر بر ارزش ویژۀ برند در مقصد گردشگری شهر یزد»، فصلنامۀ مطالعات گردشگری، ش 13، ص 138-113.
2. سرمد، زهره؛ بازرگان، عباس؛ حجازی، الهه (1391). روش‌های تحقیق در علوم رفتاری، تهران: نشر آگاه.
 3. مؤمنی، منصور؛ فعال قیومی، علی (1389). تحلیل‌های آماری با استفاده ازspss ، تهران: مؤلف.
4. هومن، حیدرعلی (1384). مدل‌یابی معادلات ساختاری با کاربرد نرم‌افزار لیزرل، تهران: سمت.
5. Aaker, D. A. (1990). Brand extensions: ‘The good, the bad, the ugly’. Sloan Management Review, 31, 47–56.
6. Aaker, D. A. (1991). Managing brand equity. Capitalizing on the value of brand name. New York: The Free Press.
7. Aaker, D. A.,&Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 27–41.
8. Ambler, T., & Styles, C. (1997). Brand development versus new product development: Toward a process model of extension decisions. Journal of Product and Brand Management, 6(4), 222–234.
9. Bendixen, Mike; Kalala, A. Bukasa an d Russell Abratt, (2001). " Brand Equity in the Business- to- Business Market", Industrial Marketing Management, 33, 371-380
10. Bobby, D. (2002). Can a sports club be a brand? Sport Business International, April . Retrieved September, 2000, from www.wolff-olins.com/sportsclub.htm.
11. Bottomley, P. A., & Doyle, J. R. (1996). The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller’s model. International Journal of Research in Marketing , 13, 365_/377.
12. Buil,I ., Martinez,E.,&Chernatony,L . (2009 ). Brand extension effect on brand equity : A cross – national study . Journal of Euromarketing.
13. Burton, R., & Howard, D. (1999). Professional sports leagues: Marketing mix mayhem. Marketing Management , 8(1), 36_/46.
14. Chen K. J. & Liu C. M. (2004). “Positive brand extension trial and choice of parent brand”, journal of product & brand manage. vol. 13(1), pp 25–36.
15. Czellar, S. (2003). Consumer attitude towards brand extensions: An integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97–115.
16.DeSarbo, W.S.,&Madrigal,R.(2011). Examining the behavioral manifestation soffanavidity in sports marketing. Journal of Modellingin Management,6(1), 79–99.
17. Ernest, E., Young, D. & Nielson, S. (1999). New product introduction: Ernest, E., Young, D. & Nielson, S. (1999). New product introduction: successful innovation/ failure: A Fragile boundary.
18. Gil,R.BravoE.Fraj Andre's and E.Marti" nez Slinas,(2007)."Family as a source of consumer-base brand equity ", Journal of product & Brand Management , Vol.16,No . 3,PP.188-199.
19. Gladden, J.M.,Irwin,R.L.,&Sutton,W.A.(2001). Managing North- American major professional sport teams in the new millennium:Afocus on building brand equity. Journal of Sport Management,15(4), 297–317.
20. Grime, I., Diamantopoulos, A., & Smith, G. (2002). Consumer evaluations of extensions and their effects on the core brand. European Journal of Marketing, 36(11/12), 1415–1438.
21. Guoqun, F. & Jiali, D. 2007, “Ownership effects in consumers’ brand extension evaluations”, Higher Education Press and Springer. Front. Bus. Res. China. vol. 1(2), pp193–210.
22. Han,Jin K.(1998). Brand Extensions in a Competitive Context: Effects of Competitive Targets and Product Attribute Typicality on Perceived Quality. Academy of Marketing Science.
23. Keller, K.L. (2000). The brand report card. Harvard Business Review, 78(1), 147-157.
24. Keller /K.L/(2003)."Building /Measuring /and Managing Brand - equity"/Prentice Hall of India /New Dehli.
25. Lassar, Walfried, Banwari Mittal and Arun Sharma, (1995), "measuring customer- based brand equity" Journal of consumer marketing, Vol. 12, NO. 4, pp. 11-19.
26. Lim,Yumi, (2013). Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Brand Loyalty, Brand Distance, and Brand Extension. Virginia Polytechnic Institute and State University.
27. Muret, D. (2010). “Branded parking lots have room for perks”, Street and Smith’s Sports Business Journal, p. 20, 11 October
28. Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185–193.
29. Pitts BG, & Stotlar DK. (2007). Fundamentals of Sport Marketing. Fitness Information Technology: USA.
30. PricewaterhouseCoopers (2011). “Changing the game – outlook for the global sports market to 2015”, report, available at: www.pwc.com/en_GX/gx/hospitality-leisure/pdf/changing-the-game- outlook-forthe- global-sports-market-to-2015.pdf (accessed 8 January2015).
31. Rangaswamy, R. R., Burke, T. A., & Oliva, T. A. (1993). Brand equity and the extendibility of brand names. International Journal of Research in Marketing, 10, 61–75.
32. Rio, A.; Vazquez, R.; and Iglesias, V. (2001). “The effects of brand associations on consumer response”. Journal of Consumer Marketing. Vol. 1. 18. No 5. PP: 410-425.
33. Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of Business Research, 57, 671–677.
34. Rundle. The. & R. Benett.(2001). “A Brand for All seasons” , Journal of product and brand management, Vol 10-No1-2001.
35. Sattler, Henrik., Völckner, Franziska., Riediger, Claudia., M. Ringle, Christian.(2009). The impact of brand extension success drivers on brand extension price premiums. Intern. J. of Research in Marketing.pp:319-328.
36. Sharp, Byron M.(1993).Managing Brand Extension. Journal of Consumer Marketing, Vol. 10 No. 3, 1993, pp. 11-17.
37. Simon, Carol J. and Sullivan, Mary W. (1993). “The Measurement and Determinants of Brand Equity: a Financial Approach”, journal of Marketing Science, 10, 28-52.
38. Soomro,Yasir Ali., Kaimkhani , Sana Abbas., Hameed ,Irfan., & Shakoor , Rehan. ( 2013). Consumer evaluation of brand extension . African Journal of Business Management
39. Tauber EM (1981). Brand Franchise Extension: New Product Benefits from Existing Brand Names. Bus. Horizons 24(2):36-41.
40. Underwood, R., Bond, E., & Baer, R. (2001). Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory & Practice, Winter , 1_/13.
41. van Riel, A. C. R., & Ouwersloot, H. (2005). Extending electronic portals with new services: Exploring the usefulness of brand extension models. Journal of Retailing and Consumer Services, 12, 245–254.
42.Wood,lisa,(2000).“Brands and brand equity: definition and management”, Management Decision,vol.39,no9,pp.662-669.