Determination of the Relative Contribution of Managerial Factors in Brand Loyalty in Iran Football Premier League Clubs

This study aimed to determinate the relative contribution of managerial factors in brand loyalty in Iran football premier league clubs. The study was an applied survey. The statistical population consisted of the fans of Iran football premier league. The sample (n=842) was estimated by statistical formula. In order to collect the data, two questionnaires were used: the Managerial Factors Questionnaire by Chen (2007); the reliability of this questionnaire was estimated by Cronbach’s alpha as (0.86) and the researcher-made Brand Loyalty Questionnaire; the reliability was estimated by Cronbach's alpha as (0.72). The validities of both questionnaires were established for this study. The data were analyzed by SPSS 15, Pearson correlation coefficient, liner regression and multivariate regression. The results showed a correlation between five managerial factors of clubs and fan's brand loyalty (P=0.01). Also, the results of multivariate regression test showed that three factors of attractiveness, affiliation and media could be reliable predictors of fan's brand loyalty. These factors generally explained more than 44% of the variations of the dependent variable.