To Design a Model of the Effect of Brand Leverage on Brand Reputation and Customer Reuse and Promotion of Strategic Position of Sport Clubs

The aim of this study was to design a model of brand leverage effect on brand reputation and customer reuse and promotion of the strategic position of sport clubs. The method of this study was descriptive causal, which was conducted by survey method. Regarding the uncertainty of the statistical population, the statistical sample was considered to be 384 subjects for quantitative research. Sampling method was stratified random for Isfahan city districts. Standard questionnaires were used in this study (brand reputation, customer reuse and promotion of brand strategic position) which were set up based on the research objectives. In addition, the brand leverage questionnaire was researcher-made and consisted of components of science, knowledge and experience. In a pilot study, the variance of items was determined and Cronbach's alpha coefficient was used to determine the reliability coefficient of the questionnaires: brand leverage = 0.75, brand reputation = 0.79, customer reuse = 0.94, and promotion of brand strategic position = 0.75. To analyze the findings of this study, structural equations modeling was used. The results showed that the estimated values of the effect of brand leverage on brand reputation, customer reuse and promotion of brand strategic position in private clubs were 0.34, 0.17 and 0.91, respectively. Estimated values of the effect of brand reputation on reuse and promotion of strategic position of private club customers were 1.00 and 0.43, respectively. Therefore, it can be admitted that it is better for club managers to introduce a special value when promoting their brand regarding their clubs ability.