Document Type : Research Paper
Authors
1 Assistant Professor of Sport Management, Faculty of Sport Sciences, Shahid Rajaee Teacher Training University, Tehran, Tehran, IRAN
2 Associate Professor of Sport Management, Faculty of Sport Sciences, Kharazmi University and Shahid Beheshti University of Tehran, IRAN
3 Master of Sport Management, Faculty of Sport Sciences, Shahid Rajaee Tarbiat Modares University, Tehran, Tehran, IRAN
Abstract
The aim of the present study was to develop a model of the effect of brand authenticity and brand equity on spectator loyalty to brand in the volleyball league clubs of Iran (Bank Sarmayeh volleyball club in Tehran). The research method was descriptive correlation with a structural equation approach and applied in terms of objectives. The statistical population consisted of volleyball premier league (Sarmayeh Bank) spectators in 2017-2018 season (N=1800). The sample size was determined as 317 spectators based on Morgan table who were selected by convenience and purposive sampling methods. Kadirov Brand Authenticity Questionnaire, Acer Brand Equity Questionnaire and Mahoney Spectators Loyalty Questionnaire were used for data collection. To analyze data, Pearson correlation coefficient, multiple linear regression with concurrent method were used. Structural equation modeling with SPSS25 and Amos23 were used to determine the fit of the research model. Based on the results of the research model, it was observed that brand authenticity on brand equity with path coefficient (β=0. 723, P=0.001) and brand equity on spectator loyalty with path coefficient (β=0.891, P=0.001) had significant direct positive effects. It can therefore be said that brand authenticity has a significant positive effect on spectator loyalty through the mediator variable of brand equity.
Keywords
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