A Design of Brand Perceived Value Model on Reputation of Persepolis and Esteghlal Clubs

The aim of this study was to examine the role of brand perceived value on reputation of Persepolis and Esteghlal clubs. The population consisted of all fans (over 18 years old) of the 2 big clubs of Tehran city. According to Morgan Table, statistical sample consisted of 384 subjects. Data were collected by stratified random sampling method. The data were collected by two questionnaires: Brand Perceived Value (2014) and Ressler (2010) Reputation. 5 sport management professors confirmed the validity of the questionnaire. Their reliabilities were obtained by Cronbach’s alpha coefficient (respectively 0.87 and 0.81). When examining the relationships among variables, the output of AMOS software showed model fitness. The results showed that among brand perceived value dimensions, brand perceived quality was a stronger predictor of club reputation than brand awareness and brand loyalty. That is to say, when those clubs who value their brands as this value can be perceived by their customers and fans, this perceived value leads to the club reputation.