Affecting of brand personality on the loyalty of Mazandaran Nassaji Football Club fans

Brand is one of important aspects in the sports industry and is the main process of profitability and the basis and foundation of the current economy. The purpose of this study is the affecting of brand personality on the loyalty of Mazandaran Nassaji Football Club fans.The research method is correlation and is practical in terms of purpose. The statistical population of the study included all fans of Mazandaran Nassaji football team. The sample size is infinite and the sample size is ۳۸۴ people. To calculate the sample size in this study, the Krejcie and Morgan formula for unlimited communities has been used. The sampling method is non-random and targeted accessible. Data collection tools in the present study are two standard questionnaires: Siutsu Sports Teams Brand Personality Questionnaire (۲۰۱۲) and Mahoni et al (۲۰۰۰) Sports Fans Loyalty Questionnaire. In the descriptive section, statistical characteristics such as frequency, mean, median, mode and standard deviation has been used. In the inferential section and in order to normal distribution of datas,(K-S)test was used. Also the structural equation modeling test has been used to check the research hypotheses.Findings indicate that the brand personality and its dimensions (competition, prestige, ethics, originality, and credibility) affect on the loyalty of Mazandaran Nassaji Football Club fans.Managers and officials of Mazandaran Nassaji Club are suggested to explain the effects of brand personality on the loyalty of Mazandaran Nassaji Football Club fans in the Iranian Football Premier League can be used as a basis for brand development of sports teams and for the satisfaction and loyalty of fans in Use them to attend sports stadiums.

کلیدواژه ها:

brand personality ، loyalty ، Football ، fans ، Satisfaction ، Premier League