Determination of the Relative Contribution of Brand Loyalty by Brand Association in Football Premier League of Iran

This study aimed to determinate the relative contribution of brand loyalty in brand association in football premier league of Iran. This study was a descriptive, practical survey. A sample of 797 football premier league fans participated in this study. In order to collect the data, Team Association Questionnaire by Gladden and Funk (2001) was used. The reliability of the questionnaire was estimated by Cronbach’s alpha (0.89) and the validity was established for this study. Multiple regression analysis, liner regression analysis and Pearson correlation regression test were used to analyze the data. The results showed a correlation between three dimensions of brand association (attributes, benefits and attitudes) with brand loyalty (P=0.01). Also, the results showed that two dimensions of benefits and attitudes could be reliable predictors of brand loyalty.