The Relationship between Customer Relationship Management and Image Brand of Football Clubs with the Mediating Role of Brand Equity

The aim of the present study was to investigate the relationship between customer relationship management and brand image of football clubs with the mediating role of brand equity. Research method was descriptive, survey and correlation and statistical population included fans of football premier league clubs (15th round). 385 subjects were selected as the sample using Morgan Table. Data were collected with three standard questionnaires (Sun, Han & Delgado et al.). The collected data were analyzed by SPSS and LISREL. Results of structural equation modeling showed a direct relationship between CRM and brand image. There was a significant relationship between CRM and brand equity and also between brand equity and brand image. Finally, there was a positive and significant relationship between CRM and brand image of football clubs with the mediating role of brand equity.