The effect of brand personality on the loyalty of football clubs fans: A case of Nassaji Mazandaran

This study aimed to investigate the effect of brand personality on the loyalty of Mazandaran Nassaji Football Club fans. This study was an applied descriptive survey. The statistical population of this study includes all fans of Mazandaran Nassaji Football Club in ۲۰۲۱, whose number was unlimited; therefore, ۳۸۴ people were selected as a sample using the available Krejcie and Morgan table by available sampling method. Data collection tools in the present study are two standard questionnaires: the Siutsu personality questionnaire of sports teams (۲۰۱۲) and the Mahoni et al. loyalty questionnaire of sports team fans (۲۰۰۰). Descriptive statistics and inferential statistics were used to analyze the data by SPSS and Amos software. The results indicate that the brand personality and its dimensions (competition, prestige, ethics, originality, and credibility) affect the loyalty of Mazandaran Nassaji Football Club fans. It is suggested to the managers and officials of sports clubs to use the results of this research in the sports club in order to increase income and the need for self-sufficiency and attract new fans and fan loyalty.

کلیدواژه ها:

Branding ، brand personality ، brand identity ، brand recognition ، fan loyalty