The Impact of Relationship Marketing on Team Loyalty (The Case Study: Sport Team Fans of Azadeghan Football League of Iran)
Journal Title: International Journal of Medical Research & Health Sciences (IJMRHS) - Year 2016, Vol 5, Issue 5
Abstract
Given the importance of brand management of sport teams, the objective of this study was to investigate the impact of relationship marketing dimensions, including team attachment, team trust, team involvement, and team selfexpression on team loyalty of fans of sport teams participating in Iran Azadeghan Football League. Sample size of this study included 480 fans of football teams, and structural equation modeling was used for analysis of data using Lisrel software. The results confirmed all hypotheses, except one hypothesis. Therefore, there is significant relationship between team self-expression and team attachment among football sport teams in Azadeghan Football League of Iran. The results show the importance of paying attention to fans of sports teams and use of their high potential and capacity that sports teams brand managers must pay particular attention to this enormous capacity. Regarding sports teams, the impact of relationship marketing, particularly dimensions of self-expression and team involvement was investigated for the first time in Iran.
Authors and Affiliations
Pejman Ebrahimi | Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran, Mehdi Fadaei| Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran, Corresponding Email: Mehdi.Fadaei.UN@gmail.com
Keywords
Related Articles
- EP ID EP11690
- DOI -
- Views 241
- Downloads 23
MORBIDITY PROFILE, HEALTH SEEKING BEHAVIOUR AND HOME ENVIRONMENT SURVEY FOR ADAPTIVE MEASURES IN GERIATRIC POPULATION - URBAN COMMUNITY STUDY
Background: Population ageing is a significant product of demographic transition. Declining fertility and improved health and longevity have generated rising proportions of the older population. Double burden of commun...
Electrocardiographic Profile of Cardiotoxic Plants and Animals
There are numerous plant and animal toxins that can cause electrocardiogram changes, even in patients without history of cardiac pathology. Despite of extensive studies of poisons of plant and animal origin, only few ar...
Evaluation of the factors associated with attitudes of primary school teachers on abuse of students in City of Dorud in year 1394
The objective of this study was evaluating the factors related to attitudes of primary school teachers in first and second grade of public and private schools on abuse of students in City of Dorud in year 1394. The stud...
EFFECT OF TELMISARTAN ON SERUM LIPID PROFILE IN PATIENTS WITH HYPERTENSION AND DYSLIPIDEMIA
Background and Objectives: Hypertension and dyslipidemia are two major risk factors for cardiovascular disease and they commonly occur together. Management of dyslipidemia in a hypertensive patient significantly reduce...
A PRODIGIOUS LICHEN PLANUS PIGMENTOSUS: THE WOLF’S ISOTOPIC RESPONSE
Lichen planus is a pruritic, benign, papulosquamous, inflammatory dermatosis of unknown etiology that affects either or all of the skin, mucous membrane, hair and nail. In its classic form, it presents with violaceous,...