Measuringat Model of Brand Associations in Sport Leagues: Empirical Evidence from Consumers of Iranian Football Pro-League

The intense competition in the entertainment industry force sports leagues to attract and retain their consumers by improving their brand position in their customer’s mind. Regarding the lack of reliable and standard scale for evaluating consumer brand associations for sport leagues in the literature, the aim of this study was develop a scale for measuring sports brand associations among Iranian Football League consumers. In the methodology of this study used a four-stage research design (review of research literature, Focus groups, expert review and online survey). The result of the first three steps was a structure of 18 constructs and 66 items that distributed form online survey. The research sample was selected from the focus groups of the sport management graduates (18 people) and at the survey stage from all the Iranian football fans (176 people). Then, all of the collected data were analyzed by PLS software version 3. The results of the modifying of the measurement model confirmed the scale of 18 constructs but 60 item. Finally, all of the statistical results of convergent validity, average of variance extracted, divergent validity, composite reliability and Cronbach’s alpha of constructs and items are presented in the tables of paper.