Analysis of Impact of Change of Orientation from Financial Support of sports on Customers Loyalty of Brand

Mahdi Goodarzi¹ Ehsan Ahadmotlaghi²

1) Assistant Professor, Payam e Noor University, Tehran, Iran
2) Assistant Professor, Management Department, Payam e Noor University, Tehran, Iran

IOI Code : XYHC-BEFFB
Publication : 4th International Conference on Modern Research’s in Management,Economics & Accounting(4meaconf.com)
Abstract :
    The aim of this study was to investigate the effects of changing perceptions of sport sponsorship has on customer loyalty to the brand in sports. This study is applied research and survey based study. For collecting data, Kshay Katvch (2009) standard questionnaire was applied also content validity, approved by a panel of sports management and for reliability Cronbakhs analysis was employed with acceptable rate (73% = α). SPSS was applied using factor analysis and finally the main hypothesis of study was rejected.

Keywords : brand loyalty financial support attitude