The Relationship Between Brand Perception Dimension with Branding's Top Clubs of Basketball and Handball Iran to Considering the Role of Mediator Fans Commitment

Abstract

Abstract<br><br>This research was conducted with the aim of relationship between brand perception dimension with branding's top<br><br>clubs of basketball and handball iran to considering the role of mediator fans commitment. This is an applied research<br><br>study and the nature of the research is descriptive-correlation which data was collected through fieldwork. A<br><br>researcher-made questionnaire was used to collect data. The validity of the questionnaire was determined by the<br><br>professors and experts and the reliability of the questionnaire was obtained by using Cronbach's alpha (0.81), CR coefficient<br><br>(0.81) and AVE (0.54). Sample size was determined based on the logical volume of the sample needed in the structural<br><br>equation modeling method and at least 305 people. Finally, 400 questionnaires were distributed randomly among<br><br>teams fans of Petroshimi Bandar Imam (basketball) and Bita sabzevar& sepahan esfahan(handball) and 310 questionnaires<br><br>were evaluated and analyzed. Kolmogorov Smirnov tests and structural equation analysis were used to analyze<br><br>the data. The results of data analysis of this research indicated positive effects of integrated marketing communications<br><br>(IMC) on brand identity and brand personality, brand identity and brand personality on fan commitment, and fan<br><br>commitment on branding Iranian basketball&handball teams.