期刊名称：International Journal of Research in Business and Social Science
印刷版ISSN：2147-4478
出版年度：2013
卷号：2
期号：2
页码：38-46
出版社：Society for the Study of Business & Finance
摘要：The study aims to examine winning brands influence on fans’ brand loyalty in Iranian professional football league. A ten-minute pen and paper questionnaire was distributed to fans of five superior teams of Iranian professional football league in 2009-2010 seasons. Team’s association questionnaire developed by Gladden and Funk (2001) was used for data collection. Reliability of the questionnaire was estimated by Cronbach’s alpha coefficient. A structural equation model (SEM) test with maximum likelihood estimation was performed to test the relationships among the research variables using 912 participants. The findings showed three dimensions of brand associations influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. In addition, the obtained model of this research highlighted strong interactional effects between the three mentioned dimensions of brand associations
关键词：wining brand; brand loyalty; brand associations; football fans
