EFFECT OF FINANCIAL SUPPORT OF THE FIRST COMPANION BRAND IN SOCIAL MEDIA ON THE QUALITY OF BRAND-CONSUMER RELATIONSHIP IN IRANIAN PREMIER FOOTBALL LEAGUE
Volume 15, Issue V (2025)
Volume 15, Issue V (2025)
EFFECT OF FINANCIAL SUPPORT OF THE FIRST COMPANION BRAND IN SOCIAL MEDIA ON THE QUALITY OF BRAND-CONSUMER RELATIONSHIP IN IRANIAN PREMIER FOOTBALL LEAGUE
Abstract:
The purpose of this research was to investigate the effect of supporting the first financial brand in social media on the quality of the brand-consumer relationship and brand-consumer compliance in Iranian premier football league. The current thesis was used in terms of intent, and the data was collected using descriptive survey research. This study’s statistical demographic included both Iranian Premier League fans and spectators. Standard questionnaires were used to evaluate the study theories, and structural equation simulation with SPSS and Smart pls applications was used to collect data. Following the determination of the coefficient, 40 questionnaires were spread to Premier League viewers and followers. There were 332 samples for the dependent variable’s stability and volatility, as well as its location in Cochran’s formula. To be sure, 400 ques- tionnaires were circulated to the audience in a non-probable manner, and the data from 332 questionnaires were analyzed. The results showed that the financial support of Hamrahe Aval brand of sports activities on social media affects brand-consumer compliance. Considering the significance coefficient of Z in the relationship between the financial support of Hamrahe Aval brand of sports activities on social media with the brand-consumer adaptation, which is equal to 19.915, this hypothesis has been confirmed the effect is similar to 0.654. To sum up, as Hamrahe Aval brand sponsorship of sports activities in social media and brand-consumer compliance increase, the brand-consumer relationship quality will improve.
Keywords:
sports, Iran, social media, consumer, brand.
Full Text:
References:
Arakelian J. S., Brito E. P. Z., Rosenthal B. (2020). The legitimation of global football brands in the brazilian marketplace. Revista Eletrônica de Negócios Internacionais: Internext, 15(1), 104-117. https://doi.org/10.18568/internext.v15i1.540
Do, H., Ko, E., Woodside, A.G. (2015). Tiger Woods, Nike, and I are (not) best friends: how brand’s sports sponsorship in social-media impacts brand consumer’s congruity and relationship quality. International Journal of Advertising, 34(4), 658-677. https://doi.org/10.1080/02 650487.2015.1031062
Fu X., Kang J., Tasci A. (2017). Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand. Journal of Travel
& Tourism Marketing, 30(14), 1-13. https://doi.org/10.1080/10548408.2017.1343704
Hudson S., Roth M.S., Madden T.J., Hudson R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76. https://doi.org/10.1016/j.tourman.2014.09.001
Kunkel T., Biscaia R. (2020). Sport brands: Brand relationships and consumer behavior. Sport Marketing Quarterly, 29(1), 3-17. https://doi. org/10.32731/SMQ.291.032020.01
Lee H., Cho C.H. (2017). An application of brand personality to advergames: The effect of company attributes on advergame personality.
Computers in Human Behavior, 69, 235-245. https://doi.org/10.1016/j.chb.2016.12.035
Lou L., Koh J. (2017). Antecedents and Outcomes of Brand Relationship Quality in Brand Communities: A Cross-validation Test of Two Social Media Samples. European Journal of Marketing, 46(7/8), 922-937.
Segoro W. (2013). The Influence of Perceived Service Quality, Mooring Factor, and Relationship Quality on Customer Satisfaction and Loy- alty. Procedia - Social and Behavioral Sciences, 81, 306-310. https://doi.org/10.1016/j.sbspro.2013.06.433
Tuškej U., Golob U., Podnar K. (2013). The role of consumer–brand identification in building brand relationships. Journal of business re- search, 66(1), 53-59. https://doi.org/10.1016/j.jbusres.2011.07.022
Yan Q., Wu S., Wang L., Wu P., Chen H., Wei G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt?
Electronic Commerce Research and Applications, 17, 62-73. https://doi.org/10.1016/j.elerap.2016.03.004
