Analysis of the Factors Affecting Brand Value of Iranian Futsal Premier League Clubs

Background. If we measure brand value accurately and properly, it can become a good measure for evaluating the long-term effects of marketing. Objectives. The purpose of this study is to analyze the factors affecting the value of brands in Iranian Futsal Premier League clubs. Methods. The research method was descriptive and correlational studies. The purpose of the present study was to analyze the factors affecting the brand value of Iranian Futsal Premier League clubs using the Colin Model. The statistical population consisted of Futsal players (168 players), coaches (28 coaches) and club managers (14 managers) who served in the Iranian Futsal Premier League during 2017 - 2018. The sample size was n = 172 according to the questionnaire completion. We used a researcher-made questionnaire containing 35 questions consisting of seven components of Colin evaluation based on a five-point Likert scale for data collection. Results. The results showed that significant causal relationships were found among the seven components of the main model of research including stability, profitability, support, geographic expansion, security and protection, leadership and market and brand value. The results showed that support is the most effective parameter in brand equity of Iranian Futsal clubs. Conclusion. It is therefore suggested that futsal clubs should take measures to attract non-governmental sponsors and provide the necessary infrastructure to support the club.