Akbar Jaberi; Mohammad Sarreshtehdari; Mehdi Moradi; korush Ghahreman Tabrizi
Abstract
The study is to examine the effect of perceived quality on brand image and brand loyalty among football fans in pro league of Iran. According to research purpose, the study was a descriptive and a practical one, that was conducted based on structural equation modeling. The research population involved ...
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The study is to examine the effect of perceived quality on brand image and brand loyalty among football fans in pro league of Iran. According to research purpose, the study was a descriptive and a practical one, that was conducted based on structural equation modeling. The research population involved the fans of popular football teams in pro league of Iran and a sample of 341 football fans were selected through random sampling in stadiums that were selected purposefully. Standard questionnaires of brand image, brand loyalty and perceived quality have been applied as research tool. The questionnaires validity were verified by sport marketing experts and the reliability of brand image, Brand loyalty and perceived quality questionnaire were respectively found to be 0/89, 0/86, and 0/83 according to Chronbach's alpha. SPSS18 and Amos18 and structural equation modeling were applied for data analysis. The results indicated that perceived quality was effective on brand image, brand image was effective on brand loyalty and perceived quality was effective on brand loyalty.
Parvaneh Gelard; Mahdi Moradi; Davood Azizi
Volume 18, Issue 43 , June 2019, , Pages 211-228
Abstract
The research is to analyze the present status of the content codification systems for the production of sport TV shows, the main factors of its emersion and consequently developing a desirable status. Grounded theory was used as the qualitative method of research. Statistical population consisted ...
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The research is to analyze the present status of the content codification systems for the production of sport TV shows, the main factors of its emersion and consequently developing a desirable status. Grounded theory was used as the qualitative method of research. Statistical population consisted of media experts from both the Audio Visual Broadcasting Organization of Iran and also external specialists. These experts were divided in three groups of producers, directors and authors of sport programs; group managers of sport TV programs; and lastly the policy makers of sport programs in the above mentioned organization. Specialists out of this organization were the experts of sport media and PE university professors. Visionary and theoretic sampling method was used and the research instrument was semi-structured. Although after having 17 interviews, the research group was encountering similar results; but we continued the interviews to 20 subjects. For having an eligible multidimensional system, the results showed that omission and exclusion of governmental TV monopoly is vital. Decentralization and creation of meritocracy will lead to a better cooperation of TV and sport trustees. In addition, contribution with experts for analyzing the content of programs, using specialized software, constitution of survey group before the production, fair distribution of programs to different sport indexes, inviting experts to the TV shows, recognition of spectator’s actual demands and bilateral interactions with them are the other aspects that lead us to such a new approach.