Abstract

The purpose of this study was to examine the effective dimensions of brand association in Iranian Professional Football League. A descriptive- survey study was a kind of practical research. A sample of Iranian professional football league fans (n = 797) participated in this research. Gladden and Funk team's brand association questionnaire used to collect the data. The reliability of the questionnaire was tested for this research (Cronbach's alpha = 0.83). This questionnaire consisted of five parts with a total of 61 questions. SPSS software (15th edition) was used for analyzing the data. Using statistical test; Pearson correlation, linear and multiple regressions showed strong correlation between three brand associations' dimension factors: attributes, benefits, and attitudes of brand association with the fans' brand loyalty (p = 0.01). According to the results of multiple regressions, the brand association's dimensions; benefits and attitudes were appropriate indicators of brand loyalty among fans.

Key words: Brand associations, brand loyalty, fans, football league.