Identifying and Prioritizing Factors Influencing Spectators' Loyalty to BrandinTehran Popular Clubs of Soccer Premier League

Document Type : Original Article

Authors

1 MSc Student of Sport Management, Faculty of Physical Education, University of Tehran, Tehran, Iran

2 Associated professor, Faculty of physical education and sport sciences.Tehran University

3 PhD of Sport Management, Faculty of Physical Education, University of Tehran, Tehran, Iran

Abstract

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.

Keywords

References

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