Path Analysis of Relationship of Promotional Tools with Transferring Brand Identity and Sport Commitment in the Consumers of Premier League of Football (case study: Padideh F.C)

Document Type : Research Paper

Authors

1 Islamic Azad University of Central Tehran Branch

2 Professor of Sport Management, Faculty of Physical Education and Sports Science, Islamic Azad University Central Tehran Branch

3 Associate Professor of Sport Management, Faculty of Physical Education and Sports Science, Islamic Azad University Central Tehran Branch

Abstract

The brand forms part of the identity of a club. Therefore, Club seeks According to the definition of its identity, brand identity, create and develop accordingly. The purpose of the present study was to investigate Path Analysis of relationship of promotional tools with the transfer of brand identity and sports commitment in the Premier League of Football. in order to achieve maximum features population, N=500 of Sport consumers (with high levels of participation) in Premier League of Football were selected as randomly and voluntarily and responded to questionnaires effect of promotional tools, transfer brand identity and standard questionnaire of sport commitment.
Findings of path analysis showed that promotional tools have the ability to predict brand identity and sport commitment (P-value=0.0000, RMSEA=0.035, GFI=0.94). Also, findings of Friedman test, showed that among the effectiveness of the promotional tools selected, television was ranked first in the brand identity transfer and the creation of sport commitment from the perspective of consumers.
The overall result of the study, while confirming and developing other researchers, showed that officials of clubs sporting goods and service provider, can with use the purpose (Awareness, Reminder and Encourage) and the magnitude of the effect of each type of promotional tool, transmit their brand identity and take steps to re-participation sport consumers.

Keywords

Main Subjects

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