چکیده:
Background. Today, Building strong brands, Because of the extraordinary advantages that it creates, have been the
marketing priorities of many organizations. Strong brands for a company, Creates an identity in the market.
Objectives. This study aimed at Prioritizing factors affecting brand equity of popular football clubs in Iran.
Methods. The design of the study was descriptive with practical goals. The participants of the study included two
groups; the first group consisted of marketing and sport experts and sport managers. The participants in the second
group were the fans of the mentioned clubs. There were 163 and 384 participants in the first and second group,
respectively who were randomly selected through Morgan table. The instrument used to gather data was a likert
questionnaire including 59 questions. This questionnaire was validity- checked by the study professors, and its
reliability was measured 0.95 by cronbach alpha statistical test. Descriptive data analysis was done for population
description and their responses. Partial least squares test was also performed for analytic analysis. SPSS 18 was the
software for data analysis. Results. The results of the study showed that from the managers and experts’ and fans
perspective, the factors affecting the brand equity of Perspolis and Esteghlal football clubs In order of priority were
the team’s history, management, team’s success, head coach, stadium, sponsors, team’s stars, media, fans loyalty and
logo. Conclusion. According to the results, It seems that managers of Popular clubs like Esteghlal and Persepolis, to
promote their club brand equity should have the necessary attention to factors such as team’s history, management,
team’s success, head coach, stadium, sponsors, team’s stars, media, fans loyalty and logo.
خلاصه ماشینی:
"com Received: 30/07/2017 Accepted: 10/09/2017 Prioritizing the Factors Affecting Brand Equity of Popular Football Clubs in Iran 1Seyed Nasrollah Sajjadi*, 1Rasoul Tarighi, 1Mohammad Abedlati 1Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran.
The results of the study showed that from the managers and experts’ and fans perspective, the factors affecting the brand equity of Perspolis and Esteghlal football clubs In order of priority were the team’s history, management, team’s success, head coach, stadium, sponsors, team’s stars, media, fans loyalty and logo.
According to the results, It seems that managers of Popular clubs like Esteghlal and Persepolis, to promote their club brand equity should have the necessary attention to factors such as team’s history, management, team’s success, head coach, stadium, sponsors, team’s stars, media, fans loyalty and logo.
The values obtained from paired least square test show that club history, club management, team success, head coach, stadium, fans, team stars, media, fans loyalty, and logo are affecting brand equity of these popular Iranian football clubs.
With reference to the logo factor, some papers have found out that good and attractive logos and brands have a significantly positive impact on brand equity of professional football and basketball clubs (12, 16) CONCLUSION Given the research findings, Esteghlal and Persepolis Football Clubs need to have a specific plan to establish effective communication with their fans.
Following practices pertinent to brand equity development provides Persepolis these clubs the opportunity to increase their organizational performance by employing skilled and capable managers and therefore attract stronger sponsors by establishing more effective communication with media."