مدیریت ورزشی، بازاریابی
Amir Mohammad Nasiri؛ Afshar Noori Ravesh؛ Habib Honari
چکیده
Iran's mobile network operators have opted for sport sponsorship as a key communicative strategy to boost their brand status and foster customer loyalty. The purpose of this study was to investigate the impact of sports sponsorship on the brand equity of Iranian mobile network operators using a correlation method. The statistical population for this research comprised fans of the clubs sponsored by Iran's mobile network operators (Rightel, Irancell and Hamrahe Aval). A convenience sampling method was employed for the research sample, and due to the extensive statistical population, 384 fans were ...
بیشتر
Iran's mobile network operators have opted for sport sponsorship as a key communicative strategy to boost their brand status and foster customer loyalty. The purpose of this study was to investigate the impact of sports sponsorship on the brand equity of Iranian mobile network operators using a correlation method. The statistical population for this research comprised fans of the clubs sponsored by Iran's mobile network operators (Rightel, Irancell and Hamrahe Aval). A convenience sampling method was employed for the research sample, and due to the extensive statistical population, 384 fans were selected. To collect the relevant data, two questionnaires were utilized: "Sports Sponsorship of Mobile Network Operators in Iranian Football" and "Brand Equity Based on Aker's Model". Regression and ANOVA tests were conducted upon completion of the data collection process. The results indicated that the two variables of Monopoly (0.001) and Success (0.007) have a positive and significant impact on brand equity. These findings provide valuable insights for commercial companies in designing targeted sponsorship strategies and demonstrate how focusing on the monopoly and success of the sponsored teams can lead to increased brand equity, enhanced customer loyalty, and improved return on investment in sports marketing.
