Sport Management Studies

Structural Equation Modeling Consequences of Fan Participation for Sponsors of Selected Iranian Premier League Clubs

Document Type : Research Paper

Authors

Hamid Reza Goharrostami
Mostafa Mollaei Nejad 1
Hamidreza Karimi 2

1 university of Guilan

2 university of guilan

https://doi.org/10.22089/smrj.2022.12155.3592
Abstract
The purpose of this study was to The Study of Fans' Involvement Consequences to Selected Clubs' Sponsors of Iran Soccer Premier League. The research method was applied in a descriptive-correlational field. The statistical population included all fans of three popular teams from the Iranian Premier League (n=422). The sampling method was simple random research. in order to collect information, a questionnaire used by Kyle et al. (2003) and Alexanders et al. (2012) was used, after confirming its factual validity by 7 faculty members, the reliability of involvement, Purchase intention, Attitudes towards Sponsors and Sponsors Image with Cronbach’s alpha test were calculated 0/91, 0/85, 0/71 and 0/76 respectively.SPSS 20 and Smart PLS 3 software were used for data analysis. The results showed that fans involvement of football clubs involvement with a sponsor image have a significant relationship (t-value= 11/17) also fans involvement of football clubs involvement with a Attitudes towards Sponsors have a significant relationship(t-value= 4/67), but The involvement of fans of football clubs in a small amount leads to the purchase of sponsors and does not have a meaningful relationship(t-value =1/03) also The sponsor image has a meaningful relationship with the attitude toward the sponsor(t-value =7/46) and the sponsor image has a meaningful relationship with the purchase intention(t-value =10/68). As a result, the most important dimension of participation is attractiveness, and the participation of fans leads to the purchase intention through the variables of attitude towards the sponsor and the image of the sponsor.

Keywords

Keyword: Sponsor Image
Clubs' Sponsors
Purchase Intention
Fans' Involvement
Attitude to Sponsors
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Sport Management Studies
Volume 14, Issue 75 - Serial Number 75
November and December 2022
Pages 77-108

  • Receive Date 20 January 2022
  • Revise Date 09 August 2022
  • Accept Date 16 August 2022

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