The Effect of Sport Brand Development on Brand Equity (Case Study: Persepolis Brand) | ||
| نشریه مدیریت ورزشی | ||
| Article 10, Volume 9, Issue 3, December 2017, Pages 531-548 PDF (227.02 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.22059/jsm.2017.64747 | ||
| Authors | ||
| Meysam Mirzaee1; Reza Mohammadkazemi* 2; Mehdi Khademi3 | ||
| 1MSc of Business Management, IMPS, Tehran, Iran | ||
| 2Associate Professor, Entrepreneurship Faculty, University of Tehran, Tehran, Iran | ||
| 3Assistant Professor, Department of Business Management, IMPS, Tehran, Iran | ||
| Abstract | ||
| Due to daily development of sport industry and its profitability for many counties in the world, branding and brand development to enter new sections and markets is a common strategy for many big sport teams in the world. The aim of this study was to examine sport brand development, its presence in different markets and arenas and its effect on brand equity. Persepolis brand was selected which is a popular brand in Iran. Tehran city was selected from different cities as the statistical sample by cluster sampling method. 384 subjects were selected as the statistical sample using Morgan Table. For data collection, a questionnaire with 50 items (5 demographic items and 45 items to measure the article variables) was used. The reliability and validity of questionnaire were assessed by Cronbach’ alpha and logical validity. The conceptual model of the study was examined by structural equation modeling. The results showed that sport brand development had positive and direct effects on brand equity, perceived quality, brand awareness, brand loyalty and brand association. | ||
| Keywords | ||
| brand development; brand equity; sport brand; sport industry | ||
| References | ||
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