Impact of pricing methods on brand value in sports clubs inQazvin

The overall purpose of this research was to evaluate the impact of pricing on brand value in sports clubs in Qazvin. This research is a descriptive research component in terms of the purpose of applied research and in terms of its nature and method. The population of this study was all athletes over 15 years of age in Qazvin. 381 individuals were randomly selected as samples. Data collection method was library and field type.The data gathering tool was Shafei et al. (1393) and the Acer Brand Value Questionnaire (1991) with 4 Likert scale (I fully agree, I agree, I abstained-completely disagree). Cronbach s alpha for them was reported 95% and 87%, respectively. Data analysis was performed using SPSS23 and PLS3 software. Structural equation analysis method was used in research model test and research hypotheses. The results showed that the effect of pricing on all the variables of brand value has a positive effect. For this reason, sports club managers are advised to recognize the pricing and brand value relationships that reduce the vulnerability of the club to competitors. Pay special attention to brand value pricing. Increase your athlete s chances of making more money for the club.

کلیدواژه ها:

Pricing methods ، Brand value ، Sports clubs ، Qazvin city