عنوان مقاله [English]
The aim of this studywas to identify and prioritize those factors influencing spectators' loyalty to the brands of Tehran popular clubs ofsoccerpremier league. The method was descriptive-survey and application considering its aim.325 spectators who purchased tickets of one of the Esteghlal and Persepolis home matches and attended the stadium filled out a researcher-made questionnaire (41 items).Internal consistencyofthe items was calculated by Cronbach's alpha(α=0.841). Descriptive statistics were used to describespectators' demographic characteristics and K-S test was used to assess the normality of the collected data. Exploratory factor analysis was used to determine those factors influencing the spectators' loyalty. Five factorsof financial-welfare, stadium management, emotional, technical quality, and information-communication were identified. In order to prioritizethe factors affecting spectators' loyalty and their re-attendance in stadium, the explained variance of each factor(eigenvalue)wasassessed and the factors were respectively prioritized as follows: financial-welfare, stadium management, emotional, technical quality and information-communication.
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