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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
Abstract:   (28 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.
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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

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