year 8, Issue 3 (Autumn 2020)
Ann Appl Sport Sci 2020, 8(3): 0-0 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Mohamadi Shamsabadi A, Majedi N, Nobakht Ramezani Z. Analysis of the Factors Affecting Brand Value of Iranian Futsal Premier League Clubs. Ann Appl Sport Sci 2020; 8 (3)
URL: http://aassjournal.com/article-1-807-en.html
URL: http://aassjournal.com/article-1-807-en.html
1- Department of Physical Education and Sport Science, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2- Department of Physical Education and Sport Science, Qazvin Branch, Islamic Azad University, Qazvin, Iran ,nimamajedi1@gmail.com
2- Department of Physical Education and Sport Science, Qazvin Branch, Islamic Azad University, Qazvin, Iran ,
Abstract: (3479 Views)
Background. If we measure brand value accurately and properly, it can become a good measure for evaluating the long-term effects of marketing.
Objectives. The purpose of this study is to analyze the factors affecting the value of brands in Iranian Futsal Premier League clubs.
Methods. The research method was descriptive and correlational studies. The purpose of the present study was to analyze the factors affecting the brand value of Iranian Futsal Premier League clubs using the Colin Model. The statistical population consisted of Futsal players (168 players), coaches (28 coaches) and club managers (14 managers) who served in the Iranian Futsal Premier League during 2017 - 2018. The sample size was n = 172 according to the questionnaire completion. We used a researcher-made questionnaire containing 35 questions consisting of seven components of Colin evaluation based on a five-point Likert scale for data collection.
Results. The results showed that significant causal relationships were found among the seven components of the main model of research including stability, profitability, support, geographic expansion, security and protection, leadership and market and brand value. The results showed that support is the most effective parameter in brand equity of Iranian Futsal clubs.
Conclusion. It is therefore suggested that futsal clubs should take measures to attract non-governmental sponsors and provide the necessary infrastructure to support the club.
Objectives. The purpose of this study is to analyze the factors affecting the value of brands in Iranian Futsal Premier League clubs.
Methods. The research method was descriptive and correlational studies. The purpose of the present study was to analyze the factors affecting the brand value of Iranian Futsal Premier League clubs using the Colin Model. The statistical population consisted of Futsal players (168 players), coaches (28 coaches) and club managers (14 managers) who served in the Iranian Futsal Premier League during 2017 - 2018. The sample size was n = 172 according to the questionnaire completion. We used a researcher-made questionnaire containing 35 questions consisting of seven components of Colin evaluation based on a five-point Likert scale for data collection.
Results. The results showed that significant causal relationships were found among the seven components of the main model of research including stability, profitability, support, geographic expansion, security and protection, leadership and market and brand value. The results showed that support is the most effective parameter in brand equity of Iranian Futsal clubs.
Conclusion. It is therefore suggested that futsal clubs should take measures to attract non-governmental sponsors and provide the necessary infrastructure to support the club.
Full-Text [PDF 732 kb]
(1345 Downloads)
APPLICABLE REMARKS
According to the results of this study, it is suggested to measure all aspects for selecting CEOs Futsal Clubs that help select a stable with minimal change management. Establish active committees in the clubs and/or work professionally on the proper setting up of the fan club and the like. Club managers take measures to attract technical coaches and players and, as a result, obtain desired national and international results, to enhance their position on geographical expansion criterion, which is one of the most important criteria of brand valuation. Club managers take a look at other factors in profitability of the club, and establish bases on the true value of television broadcasting, which falls within the remit of the Football Federation and the League Organization, a contract with real value broadcasting rights and determine the actual percentage of clubs. Club board of directors should be more sensitive about selecting a coach so that a dedicated coach can serve the club for many years.
Type of Study: Original Article |
Subject:
Sport Management and its related branches
Received: 2019/10/9 | Accepted: 2020/01/1
Received: 2019/10/9 | Accepted: 2020/01/1
References
1. Tsuji Y. Brand awareness of virtual advertising in sport: Dissertation Abstracts International; 2007.
2. Kashker SG, Farzad Aramoun S. Determining the Characteristics of National Human Brand in Sport and its Social Acceptance in Marketing Iranian Products. Res Sport Manage Motor Behav. 2016;6(11):104-191.
3. Seyed Javadin SR, Amini A, Amini Z. Assessing Brand Impact on Industrial Customer Loyalty. Perspect Bus Manage. 2010;3(36):57-73.
4. Bandarian R, (). "." , pp. . A Model for Evaluating and Pricing a Trademark Based on the Real Option Method. Iran Manage Sci Q. 2009;15(4):144 - 177.
5. Walsh P, Lee S. Development of a brand extension decision-making model for professional sport teams. Sport Mark Q. 2012;21(4):232.
6. Pourshafiei M, Hosseini E, Doosti M, Alizadeh F. The evaluation of the marketing of premier football league of Mazandaran. Sport Management & Kinematic Behavior Journal. 2016;23:251-268.
7. Yang D, Sonmez M, Li Q, Duan Y. The power of triple contexts on customer-based brand performance-A comparative study of Baidu and Google from Chinese netizens' perspective. Int Bus Rev. 2015;24(1):11-22. [DOI:10.1016/j.ibusrev.2014.05.004]
8. Jernow L, Simonsson E. How can Brand Equity serve as a platform for Brand Extension. Sweden: University of Gothenburg,; 2012.
9. Usakli A, Baloglu S. Brand personality of tourist destinations: An application of self-congruity theory. Tourism Manage. 2011;32(1):114-127. [DOI:10.1016/j.tourman.2010.06.006]
10. Suckow C. Literature review on brand equity in professional team sport: a German perspective on ice hockey. Int J Sport Manage Mark 2009;5(1/2). [DOI:10.1504/IJSMM.2009.021760]
11. Niculescu A, Dumitriu D, Purdescu C, Popescu MA-M. Enhancing Brand Value of Modern Organizations through Digital Marketing Tools and Techniques: A Study on Top Ten Romanian Companies. TEM J. 2019;8(1):171.
12. Faraji G. Determining the Brand Validity Values of Iranian Premier League Clubs. Tehran: Islamic Azad University Research Sciences Branch; 2012.
13. Fried G, Shapiro SJ, DeSchriver TD. Sport finance: Human Kinetics; 2003.
14. Sultan Hosseini M, Nasr Esfahani D, Javan V, Salimi M. Determining the relative share of brand loyalty from brand association among Iranian Premier League fans. Journal of Sport Management. 2010;9(3):37-49.
15. Carlson BD, Donavan DT. Human Brands in Sport: Athlete Brand Personality and Identification. J Sport Manage. 2013;27(3):193-206. [DOI:10.1123/jsm.27.3.193]
16. Behnam M, Seyedameri MH, Fasih N, Khorrami L. The effect of brand equity on behavioral intentions of customers of sport products. Sport Manage Kinemat Behavi. 2014;19:179-186.
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
