Effect of Perceived Quality on Brand Image and Team Brand Loyalty among Football Fans in Pro League of Iran

The study is to examine the effect of perceived quality on brand image and brand loyalty among football fans in pro league of Iran. According to research purpose, the study was a descriptive and a practical one, that was conducted based on structural equation modeling. The research population involved the fans of popular football teams in pro league of Iran and a sample of 341 football fans were selected through random sampling in stadiums that were selected purposefully. Standard questionnaires of brand image, brand loyalty and perceived quality have been applied as research tool. The questionnaires validity were verified by sport marketing experts and the reliability of brand image, Brand loyalty and perceived quality questionnaire were respectively found to be 0/89, 0/86, and 0/83 according to Chronbach's alpha. SPSS18 and Amos18 and structural equation modeling were applied for data analysis. The results indicated that perceived quality was effective on brand image, brand image was effective on brand loyalty and perceived quality was effective on brand loyalty.