The effect of financial support of the first companion brand in social media on the quality of brand-consumer relationship and brand-consumer compliance in iranian premier football league
Abstract
Introduction: The purpose of this research was to investigate the effect of supporting the first financial brand in social media on the quality of the brand-consumer relationship and brand-consumer compliance in Iranian premier football league. Materials and Methods: The current thesis was used in terms of intent, and the data was collected using descriptive survey research. This study's statistical demographic included both Iranian Premier League fans and spectators. Standard questionnaires were used to evaluate the study theories, and structural equation simulation with SPSS and Smart pls applications was used to collect data. Result: The results showed Hamrahe aval brand Financial Support of sports activities in social media had a significant relationship with brand-consumer compliance and brand-consumer relationship quality (p˂0.05). Conclusion: To sum up, as Hamrahe Aval brand sponsorship of sports activities in social media and brand-consumer compliance increase, the brand-consumer relationship quality will improve. By recognizing the importance of brand value and its influence on customer loyalty, sport managers investigate and invest in influencing factors such as social media advertising and creating brand awareness.
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