نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه تربیتمدرس
2 استاد مدیریت ورزشی، دانشگاه تربیتمدرس
3 دانشیار مدیریت ورزشی، دانشگاه تهران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The purpose of this study was to evaluate sponsorship effectiveness model in Iran football Pro League. The research method was descriptive-survey. Five hundred fifteen spectators (by Cochran’s formula) of Iran football Pro League participated in study. Data was analyzed using structural equation modeling. Testing for goodness of fit showed that, with some corrections, the proposed model was desirable. Results showed that sponsoring in Pro League increased product awareness, improved sponsor image, enhanced social responsibility, and increased intention to purchase from sponsor. Product awareness, sponsor image, and social responsibility affected intention to purchase positively, and negative behavior and ambush marketing affected intention to purchase negatively. In general, sponsoring in Iran football Pro League affected the target population’s opinion positively and has effectiveness.
کلیدواژهها English
تعداد مشاهده مقاله | 1,317 |
تعداد دریافت فایل اصل مقاله | 1,182 |