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The Impact of Sports Sponsorship on Brand Equity: A Study of Rightel, Irancell and Hamrahe Aval Mobile Network Operators

نوع مقاله : مقاله پژوهشی

نویسندگان

1 MSc of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

2 PhD Student of Sport Management, Department of Sport Management and Movement Behavior, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran

3 Professor of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

چکیده

Objective: 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. 
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".
Results: 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. In contrast, the awareness, social, and financial dimensions did not exhibit statistically significant effects on brand equity, as evidenced by their respective t-values and significance levels (p > .05). Therefore, these dimensions were not found to be significant predictors of brand equity within the context of the present study.
Conclusions: 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. This study represents a step toward a better understanding of the role of sports sponsorship in strengthening brand equity within Iran’s telecommunications industry. The findings may serve as a practical guideline for marketing managers seeking to develop more effective sponsorship strategies.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Sports Sponsorship on Brand Equity: A Study of Rightel, Irancell and Hamrahe Aval Mobile Network Operators

نویسندگان [English]

  • Amir Mohammad Nasiri 1
  • Afshar Noori Ravesh 2
  • Habib Honari 3

1 MSc of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

2 PhD Student of Sport Management, Department of Sport Management and Movement Behavior, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran

3 Professor of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran

چکیده [English]

Objective: 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. 
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".
Results: 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. In contrast, the awareness, social, and financial dimensions did not exhibit statistically significant effects on brand equity, as evidenced by their respective t-values and significance levels (p > .05). Therefore, these dimensions were not found to be significant predictors of brand equity within the context of the present study.
Conclusions: 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. This study represents a step toward a better understanding of the role of sports sponsorship in strengthening brand equity within Iran’s telecommunications industry. The findings may serve as a practical guideline for marketing managers seeking to develop more effective sponsorship strategies.

کلیدواژه‌ها [English]

  • Sports Sponsoring
  • Brand Equity
  • Iranian Premier League
  • Marketing
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مطالعات بازاریابی ورزشی
دوره 7، شماره 2 - شماره پیاپی 26
تیر 1405
صفحه 85-99
فایل ها
هم رسانی
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