文章基本信息

标题：ASSOCIATION BETWEEN RELATIONSHIP MARKETING AND LOYALTY OF IRAN PRO LEAGUE FANS TO BRAND
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作者：Kaveh Kavyani ; Sardar Mohammadi
期刊名称：Sport Science
印刷版ISSN：1840-3662
电子版ISSN：1840-3670
出版年度：2014
卷号：7
期号：2
页码：63-67
出版社：University of Travnik
摘要：Purpose: Investigation of the association between relationship marketing and loyalty of football league fans to brand. Methodology: In order to collect data, 529 pro league fans were selected using stratified random sampling and they answered author-made questionnaires with appropriate reliability and validity (using Cronbach's alpha). For statistical analysis, descriptive statistics, Pearson correlation and regression were used. Results: The results of the research indicated there was a significant relationship between relationship marketing and loyalty of pro league fans to the brand. In addition, significant relationship was observed between all aspects of relationship marketing and loyalty of pro league fans. Also, based on the results of the regression analysis, relationship marketing variables can be significant predictors of the extent of loyalty to the brand. Conclusions: according to the findings, a significant relationship between relationship marketing and loyalty of pro league fans to the brand, and role of relationship marketing in brand loyalty of fans in the Pro League and its role in marketing strategies to attract, maintain, and support the fans can be very effective
关键词：relationship marketing; loyalty; brand; Pro League