Abstract

The Impact of Relationship Marketing on Team Loyalty (The Case Study:Sport Team Fans of Azadeghan Football League of Iran)

Given the importance of brand management of sport teams, the objective of this study was to investigate the impact of relationship marketing dimensions, including team attachment, team trust, team involvement, and team selfexpression on team loyalty of fans of sport teams participating in Iran Azadeghan Football League. Sample size of this study included 480 fans of football teams, and structural equation modeling was used for analysis of data using Lisrel software. The results confirmed all hypotheses, except one hypothesis. Therefore, there is significant relationship between team self-expression and team attachment among football sport teams in Azadeghan Football League of Iran. The results show the importance of paying attention to fans of sports teams and use of their high potential and capacity that sports teams brand managers must pay particular attention to this enormous capacity. Regarding sports teams, the impact of relationship marketing, particularly dimensions of self-expression and team involvement was investigated for the first time in Iran.

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