Determination of Important Difference of Fan's Brand Loyalty on Based of Demographic Traits of Fans in the Iranian Football Super League.

In the competitive marketing, brand loyalty is a strategically necessary that clubs and sport teams utilize it for attracting and maintain fans. So they reach durable competitive advantages by this way. In regarding to importance of fans brand loyalty, this study aims to determinate of important difference of fan’s brand loyalty on based of demographic traits of fan in the Iranian. By using a researcher developed questionnaire that was extracted Gladden and Funk’s Team Association Questionnaire (2002), data’s was collected a sample of fans (N=797). Cronbach’s alphas (0.88) and Kendall coefficient (0.79) estimated reliability and established validity of measures for this study. Results of t-test and one-way variance analysis showed a significant important difference of fans’ brand loyalty with marital status, education and history of attendance in stadium, but age and monthly incomes didn`t have important difference with fans’ brand loyalty significantly among Iranian Football super league fans.