Double jeopardy Effect Strategies, market share Conformity with the bran and behavioral and attitudinal loyalty Football and volleyball fans
Subject Areas : Jounal of Marketing Management
Fatemeh Fatahi
1
(Master of Sport Management, Isfahan Unit (Khorasgan), Islamic Azad University, Isfahan, Iran)
Rasool Nazari
2
(Associate Professor, Department of Sport Management, Isfahan Unit (Khorasgan), Islamic Azad University, Isfahan, Iran)
Keywords: Attitudinal Loyalty, conformity brand, behavioral loyalty, risks dual fans, the market share of the group,
Abstract :
A model Double jeopardy Effect Strategies, market share Conformity with the bran and behavioral and attitudinal loyalty Football and volleyball fans the main objective of this Research. The present study is an applied research that in terms of strategy, descriptive and the run is Survey While gathering information is the study through questionnaires. Hence, this study is to survey. Subjects were fans of football and volleyball Isfahan and Kashan. The sample size of simple random sampling method using a sample of 384 cases was identified. Measuring instruments of study were brand association Gladden (2013), loyalty Mahoney (2012) and a market share of Porter (2002) the reliability, and respectively (0.82, 0.72 and 0.91) was calculated. Dozens of experts in sports management confirmed face and content validity. Statistical methods of data analysis were both descriptive and inferential. All data from the Social Sciences version 19 statistical Software package LISREL software versions 8.54 and software has been PLS analysis. The results showed that one of the important factors collective Market share, double the growth market risks and to adopt decisions and understanding helps to attract fans. Part of brand loyalty fans has a market share effective. The club and the fans should be happy to create services and facilities to impose proper planning.
_||_
