Designing the Model of Role of Relationship Marketing on Brand Personality in Football Premier League Clubs in Iran (Case Study: Siyah Jamegan Cultural Sport Club in Mashhad)

This study aimed at designing the model of role of relationship marketing tactics on brand personality in football premier league clubs in Iran (Siyah Jamegan club). The study was descriptive-analytical conducted as a field. The statistical population included all fans of Siyah Jamegan sport club in Mashhad (2016) (N=295). In order to achieve the research aims, modified scale of relationship marketing by Ehsani and Izadi (1391) and modified scale of brand personality of sport teams by Tsiatsu (2005) were used. For data analysis, mean, standard deviation, structural equation modeling, Pearson and Spearman correlation tests, multiple regression and Q-Q plot were used. The results showed a positive, direct and significant relationship between relationship marketing components and brand personality in Siyah Jamegan sport club. Given the acceptable path coefficient and T value, relationship marketing had a significant and positive effect on brand personality in Siyah Jamegan sport club. In general, designing this model showed the need to enter a new concept called brand personality in football premier league clubs of Iran. Also, more attention to relationship marketing strategies is required to reach and benefit from the positive results of this entrance into Iran football.