The Relationship between Brand Club Personalities, Trust and Brand Loyalty in Fans of Persepolis FC

Abstract

Fan loyalty is imperative for sports clubs. In fact, fans have more trust in their favorite team will remain loyal to the team. Team managers and sports clubs must win the trust of their fans. Club brand personality is one of the variables that can be used to enhance the trust of the fans. Due to this issue, in this study, the relationship between club brand personality, trust and loyalty of fans have been investigated. The population of this research consists of Persepolis FC fans and 384 persons were evaluated as the statistical sample. To collect the data, the brand personality questionnaire by Tsiotso (2012), the modified questionnaire by Chowdhury and Holbrook (2001), the attitudinal loyalty questionnaire by Gladden and Funk (2003) and the behavioral loyalty questionnaire by Fink et al. (2001) were used. Descriptive and inferential statistics (regression coefficient and Structural Equation Modeling) were used for statistical analysis. The results of structural equation modeling revealed that club brand personality influences on brand trust and it influences behavioral and attitudinal loyalty of the fans. The managers of Persepolis FC can use a brand trust to increase the loyalty of their fans and implement brand personality to gain their trust.

Gambaran Brand Commnication Brand Trust Dan Brand Loyalty Pelanggan Kosmetik Sariayu Di Indonesia

“…Loyalitas merek adalah komitmen yang dipegang untuk kembali membeli produk atau layanan yang lebih disukai secara konsisten di masa depan, sehingga menyebabkan pembelian ulang pada merek yang sama meskipun pengaruh situasional dan upaya pemasaran memiliki potensi untuk menyebabkan perilaku beralih (Rasheed, 2015). Dan mennurut (Roudbari et al, 2016) Loyalitas merek memiliki orientasi untuk tetap setia pada merek tertentu, yang ditampilkan oleh keinginan untuk membeli dari merek yang sebagai pilihan utama.…”