علی بنسبردی

Purpose: The purpose of this research is to develop a model of the impact of service quality, brand’s social identity and the attachment to the team on the loyalty of Iranian Premier League football team’s fans. Method: This is an applied study of descriptive-correlation type. The statistical population of this study consisted of the fans of the selected Iranian Premiere Football League. A probability clustering method was used for sampling. Azadi football stadium of Tehran, Imam Reza football stadium of Mashhad, Yadegar Imam Football stadium of Tabriz and Naghsh Jahan football stadium of Isfahan were selected and the questionnaires were distributed in the 12th week of the tournament (2018-2019 season) between fans in above named stadiums. 400 questionnaires were distributed equally in four stadiums and finally, 387 full questionnaires were received and this number was considered as a statistical sample of the research. A researcher-made service quality questionnaire, brand’s social identity questionnaire of Boyle and Magnusson (2007), fans’ attachment questionnaire of Yoon, Petrick, & Backman (2017) and fans’ loyalty questionnaire of Tachis and Tzetzis (2015) were used for gathering information. Structural equation model and LISREL software were used to review and test the hypotheses. Results: The result showed that brand’s social identity has a significant positive effect on the attachment and loyalty of fans (P˂ 0.05). The attachment of fans also has a significant positive effect on their loyalty (P˂ 0.05). Conclusions: It is concluded that for enhancing fan's loyalty, managers of football teams should notice to service quality as a key factor.

The purpose of this study is to investigate the effect of brand, design and price on the perceived quality and re-intention of consumers to buy sport brand shoes. This is an applied research conducted as a descriptive correlational study in field form. The statistical population of this study included all physical education students across different educational levels in Iran. In this research, 720 questionnaires were collected by random cluster sampling. Structural Equation Modelling (SEM) with PLS software was used to analyse the data of this research. The results of this study show that design with a coefficient of 0.36, price with 0.27, and brand with 0.26 have a significant effect on quality perceived by customers. The results of this research also show that perceived quality with an effect coefficient of 0.49 has a significant effect on customers’ purchase intention. Generally speaking, it can be concluded that the components of design, price, and brand of sport shoes for Iranian physical education students are very important. Famous brands in the world need to pay particular attention to these components to tap into this lucrative market in Iran and increase their re-purchasing intention by influencing consumers’ perceived quality.