premier football league

The aim of the current research was to validate the factors influencing the branding of Premier League soccer clubs based on customer evaluations. The current descriptive-correlational research is a survey research and one of the applied researches that was conducted in the field. The statistical population of the current research is the customers of the Premier League clubs, who are fans and spectators. SPSS Sample Power software was used to determine the sample size in the quantitative stage. Using this method, the sample size was estimated to be 370 people, and 370 questionnaires were distributed and collected among the statistical population. The questions of this section were obtained based on the pattern emerging from the qualitative phase of the research. The type of scoring for this questionnaire was based on a 5-point Likert scale. Also, the questionnaire consisted of 4 main components of the club's capabilities, facilitating factors, developing factors and managerial weaknesses. Further, in order to validate the desired pattern of the desired model, the structural equation modeling of the confirmatory factor analysis approach is used. AMOS software was used for this purpose. The results of the first and second order confirmatory factor analysis test showed 85 primary concepts, 17 main categories (club assets, suitable club results, differentiation from other clubs, stability of the club, communication with fans, cultural factors, popularity and The credibility of the club, the performance of public relations of the club, the executive strategies of the club, branding measures, income generation of the club, the proper performance of managers, legal and legal factors, the pressure of upstream organizations, taste decisions, team margins, functional weaknesses were above 0.4. which indicated that the identified factors have appropriate and standard validity.

The marketing activities of sports clubs, companies and organizations have always been involved in effective internal and external forces. External forces are important and necessary environmental factors that indirectly affect the club or organization. These forces or factors include government regulation, economic climate, technology, political forces, and demographic characteristics related to customers and social trends. It is important for sports organizations to look at the changes in each of these forces (Asadollahi, 2018). It is this space: social networks play a very important and undeniable role due to their unique capabilities and abilities such as informing, informing, strengthening the expansion of communication between people, mobilizing power in various social, cultural, political and other fields. Play (kordlu, ali mohammadi, Moharram Zadeh & Azizian Kohan, 2021). Research on sports consumer behavior is the testing of theories in natural populations to better develop measures for sports marketing and to increase and maintain consumer demand for sports products and services (Tojari, Abu Darda, 2011). Considering the social, economic and political benefits of sport, the problem for sports marketers is to understand the complexity of human behavior in identifying key elements of the decision-making process and shaping marketing practices to enhance the sporting experience (Asadollahi et al. 2021). Segmentation is the focus of consumer familiarity because it identifies differences in consumer behavior that will directly lead to awareness of marketing strategies. Identify the benefits and then determine which factors to extend, so the sports marketer can group consumers according to personality type, how they use the product and service, and finally their expectations of the product, although there are many ways to segment. But there are pervasive variables that are an effective starting point for the segmentation strategy, one of which is the demographic characteristics of consumers, generally consumers based on population characteristics Cognition, Psychology, and Product Behavior was Divided (Asadollahi & et al, 2020). Therefore, considering the use of TV, mobile and social media media and magazines and newspapers by Shahr Khodro Football Club to communicate with its fans, the present study examines the differences in the impact of these media on demographic variables such as age and income level, Education level and marital status. Also, considering the importance of choosing the type of media and communication and advertising tools and its effect on sports fans, as well as considering the different characteristics of sports fans and in order to create a proper division of Shahr Khodro club fans and to prevent cost wastage by the club in The researcher seeks to examine the differences between the effectiveness of different types of communication media based on the demographic characteristics of sports fans of Premier League football teams.