Sports management, marketing
Hosein Poursoltani Zarandi
Abstract
Today, in the global economy, the survival of many organizations depends on the role of customers, and organizations can no longer be indifferent to customers. Organizations should focus all their activities and capabilities on customer satisfaction, because they are the only source of return of customers' ...
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Today, in the global economy, the survival of many organizations depends on the role of customers, and organizations can no longer be indifferent to customers. Organizations should focus all their activities and capabilities on customer satisfaction, because they are the only source of return of customers' capital. The aim of this research was to designing a sensory marketing model with emotional attachment to the brand and satisfaction with the sensory experience of customers of sports pools in Alborz province The research method is descriptive and of the survey type, which was implemented in the field. The statistical population of this research consisted of an unlimited number of customers of swimming pools in Alborz province. Using Morgan's table, the statistical sample was estimated to be 384 tons, which were selected by non-random cluster sampling from among the members of the statistical population. In order to collect data from the sensory marketing questionnaire of Sang Wan Lee (2012) which consists of 22 questions and has components of sense of sight (6 questions), sense of hearing (4 questions), sense of touch (3 questions), sense of smell 5 questions) and sense of taste (4 questions). Questionnaire of satisfaction from sensory experience made by Bittner and Hubert (1994) which consists of 3 questions. Emotional brand attachment questionnaire made by Hor et al. (2018) which consists of 4 questions. Questionnaires are of closed answer type and the measuring scale of five-choice Likert questions is from 1=completely disagree to 5=completely agree. The face validity of the questionnaires was determined using the corrective comments of sports management professors, and the reliability of the questionnaires was obtained using Cronbach's alpha coefficient test of 0.87, 0.76 and 0.79, respectively. Also, the construct validity of the questionnaires was confirmed through confirmatory factor analysis. In order to analyze the data, descriptive indices and statistical tests of Pearson's correlation coefficient, regression analysis and path analysis were used in SPSS and LISREL statistical software. The results showed that there is a positive and significant relationship between sensory marketing with emotional attachment (r=0.582, P=0.001) and satisfaction with sensory experience (r=0.466, P=0.001). Based on the results of the regression equation, the dimensions of vision (P=0.003, t=3.01) and touch (P=0.001, t=4.77) have conditions for predicting emotional attachment and vision dimensions (P=0.018) P, t=2.38), touch (P=0.001, t=6.53) and smell (P=0.001, t=3.65) qualify to predict satisfaction from sensory experience. Therefore, considering the values of t and the significance level, the assumption of equality of coefficients with zero is rejected and the aforementioned B coefficients should be kept in the regression equation. The results of the goodness of fit test showed that the ratio of X2 to df (3.79) and the root mean square error (RMSEA) is equal to 0.091. Also, the indices of NFI=0.92, CFI=0.92, IFI=0.94, GFI=0.96 and AGFI=0.97 confirmed the fit of the model. According to the obtained results, sensory marketing has a positive and significant effect on emotional attachment (T-Value=11.89, r=0.87) and satisfaction with sensory experience (T-Value=8.84, r=0.74) ) has it. Finally, the managers of sports pools should pay special attention to the issue of sensory marketing in order to reduce the costs of the pool on the customers in order to encourage them to their centers, because when they provide their customers with the desired and adapted service quality. He sees with his demands, there is less possibility that he will be attracted to other competitors and use their services. Managers of sports pools can find out about their complaints by setting up a suggestion and complaint box or through a conversation with the customers of the pools or through a survey and try to solve them in order to finally provide acceptable services to the customers. Also, pool managers can put new programs on the agenda in order to maintain long-term relationships with customers. It is suggested that a special group consisting of members of various departments related to identifying customers' feelings should undertake the task of continuous monitoring of service delivery and evaluation of customers' perceptions and feelings of it. In this way, it is possible to guarantee the flexibility of the swimming pools in terms of responding to the needs of customers and to design and implement appropriate programs when needed.
sima najaf nejad; Hosein Poursoltani Zarandi; Reza Reza Shaji
Abstract
The increasing growth of technology in recent years in all fields, especially in the field of sports equipment and facilities, and the privatization of most sports venues has created intense competition between the owners and managers of sports organizations to attract and retain customers. It is obvious ...
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The increasing growth of technology in recent years in all fields, especially in the field of sports equipment and facilities, and the privatization of most sports venues has created intense competition between the owners and managers of sports organizations to attract and retain customers. It is obvious that organizations can be more successful in the field of competition that can attract more customers and keep them satisfied for the purpose of coming again. On the other hand, life in today's competitive world is very hard and difficult without achieving optimal productivity, and sports organizations must search for new ways to attract and retain more customers and gain their satisfaction. Unfortunately, in Iranian sports, sports complexes are facing the problem of reducing customer loyalty and reluctance to return and use the services of that complex, one of the reasons for which is the inattention and ignorance of sports managers to new marketing approaches. (Mirzaei, Hoseini, 2016). Therefore, due to the importance of sports and physical education in people's daily lives and its impact on people's health, and according to the country's economic development strategy through non-oil income, sports have an important place in the economic growth and development of any country, and the sports industry can be a factor for creating wealth. to play a role in the country; Therefore, in order to create wealth and stimulate the thriving sports industry, it is necessary to get better acquainted with the needs and demands of sports customers, rather than examining entrepreneurial solutions and creativity and innovation in service marketing. Therefore, The purpose of this study is to test the role model of satisfaction mediation in the causal relationship between entrepreneurial marketing and the desire to re-attend customers of sports complexes in Karaj. In terms of its nature, the present research is considered to be of the quantitative research type and according to the applied purpose, and of the descriptive-correlation type and based on structural equations, and the data collection process is a field method. The statistical population of the current research was all the male and female customers of sports complexes in the city of Karaj with an unknown number in 2019. Considering that the current research is a causal research type (structural equations), therefore, in the methodology of structural equations modeling, to determine the sample size, it is possible to determine between 5 and 10 subjects for each question and condition, at least 200 subjects, which is considered the suggested ceiling in this research and Therefore, the number of subjects was determined to be 230 and the non-random sampling method was available.The statistical method used in this research is the partial least squares model, which is done in two stages, in this research, in the first stage, the measurement model is through convergent validity analysis using the variance extracted from the constructs and composite reliability, Cronbach's alpha and divergent validity. It was investigated through the square root of the variance extracted from the structures and the correlation of the structures and the HTMT ratio. In the second step, the fit of the structural model was determined by the coefficient of determination of the model and the validity indices of the shared constructs were checked in order to check the quality of the measuring instrument and the fit indices of the structural model (GOF) was analyzed. It is worth mentioning that the Sobel test was used to investigate the mediating effect of satisfaction in the relationship between entrepreneurship and re-attendance.The questionnaires used were Barry's (1996) the standard Future Behavioral Decisions Questionnaire with a reliability of 0.85 and the researcher-made Entrepreneurial Marketing Questionnaire (1399) with a reliability of 0.94 and the standard questionnaire of customer satisfaction of Irkan (2012) with a reliability of 0.70. Structural equation modeling was used to analyze the data by partial least squares method with the help of Excel, SPSS and PLS Smart statistical software.Findings showed In the first stage, the measurement model is examined through convergent validity according to the opinion of Fornell and Larker (1981) criterion of variance extracted from constructs (AVE) 0.50 and the opinion of Magner et al. (1996) the criterion above 0.40, with both criteria it is determined that The variance extracted from the constructs is acceptable. Also, the combined reliability (Dillon-Goldstein coefficient) and Cronbach's alpha coefficient of the structures are acceptable according to the criteria of 0.70; Therefore, according to the validity results, convergence and reliability of the model is acceptable. Also, one of the other indicators in the divergent or differential validity of the model is the examination of the HTMT ratio, which is said to be below 1 in various sources (some sources are below 0.90 and even 0.85). The obtained results show the reconfirmation of the model's divergent validity. Also, in order to check the quality of the model, checking the subscription indicators is used. This index is obtained by dividing the sum of the squares of the prediction errors of the local variables by the sum of the squares of the observations of the local variables minus the number one. The obtained values of this index for all current variables must be positive values; Therefore, according to the obtained values of the variable of satisfaction (0.229) and the variable of willingness to attend again (0.301) and the positiveness of all the values of subscription validity for the current variables, it can be said that the measurement model has a suitable quality.According to this study Entrepreneurial marketing shows an opportunistic perspective, where pioneering managers look for innovative ways to create value for customers and create customer capital for the organization and increase the overall performance of the organization in businesses. This direct structural model showed the direct relationship between the variable of entrepreneurial marketing and its six components with the variable of willingness to attend again and the variable of satisfaction. According to the results of the research, entrepreneurial marketing has explained about 65% of the variance of the willingness to attend again and about 45% of the variance of the satisfaction variable. Entrepreneurship is a process to find innovation opportunities in risky and uncertain conditions by combining production factors in an efficient and effective way, entrepreneurial groups tend to be at the center of gaining competitive advantage by producing new and unique and competitive products in today's changing markets. Cultivating the creativity of entrepreneurs will be done in order to grow their business (Ratten, 2018). In this regard, entrepreneurial marketing by continuously creating and providing special value to customers by discovering new opportunities and resources and innovating in services and responding appropriately to their new demands leads to the adaptation of products and services to the needs and expectations of customers, helping to recognize and invest in profitable customers. And finally, retaining and attracting new customers and improving the level of customer performance, which in turn affects the sports complex's financial performance in a positive way.
hossein alimohammadi; hossein kordlu; javad Adabi Firouzjah; Narges Gerami
Abstract
The increase in demand for sports and physical activity services and the increase in the number of companies providing these services has caused competition in this sector like in other sectors. In order to stay in the field of competition, attention to the quality of services has always been expanding, ...
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The increase in demand for sports and physical activity services and the increase in the number of companies providing these services has caused competition in this sector like in other sectors. In order to stay in the field of competition, attention to the quality of services has always been expanding, and the different characteristics of services make the evaluation of service quality and, of course, its quality improvement very complicated. This issue requires the use of a suitable tool to evaluate the quality of an intangible product. Consumers now have more information and knowledge about services than ever before, which organizations use as a competitive tool in the market. Several models have been used to evaluate service quality in sports events. One of the approaches is to use the SERVQUAL model. Considering that the quality of service is focused on customers and one of the environmental factors affecting organizations are the customers of those organizations, management experts have listed customer satisfaction as one of the most important duties and priorities of management of organizations and the necessity The constant and stable commitment of top managers to attract the opinion of customers has been considered as the main prerequisite for success. The higher the level of customer satisfaction, the more profit it will bring to the company. Customer satisfaction is a post-purchase evaluation in which the selected options at least give results (exceed), are equal to or exceed the customer's expectations, while if the results obtained do not meet the consumer's expectations or in other words Customer satisfaction is a personal behavior, dissatisfaction is created after comparing the performance (or results) that he feels compared to his expectations. In fact, customer satisfaction is the result of satisfying the customer's needs and it expresses a kind of subjective judgment about the product or service. Satisfaction is the most common predictor of loyalty and there is extensive literature that links the two variables in sports organizations. The model of creating loyalty through increasing the quality of services and gaining satisfaction is one of the most common models that has been discussed in studies related to customer loyalty and satisfaction in various researches. Loyalty comes from belief in the quality of services, psychological decision (behavioral intentions) and positive and favorable attitude, and it is the repetition of purchase behavior and stability in purchase behavior. Considering the fact that the satisfied customer will most likely continue to follow up and purchase more continuously, they will also deal with word of mouth advertising and increasing the volume of use of the facilities. For this reason, it is stated that success in the profession increases as a result of the presence of loyal customers, the reduction in time spent searching for new customers, and the enthusiasm and willingness of customers to pay a higher price due to the provision of high-quality services. In recent years, due to the relative promotion of the role and position of sports among people in the society, managing the quality of services and evaluating customer satisfaction and loyalty has become one of the main concerns of sports sector managers. Managers in this department want to know how they can more effectively measure the quality of services and evaluate customer satisfaction and loyalty in their organization, also managers of all clubs and sports centers are looking to increase the number of their loyal customers and customer evaluation can be a great help to them. Therefore, this research, while focusing on the customers of health sports services, by comparing the loyalty pattern and repurchase intention of the customers of recreational and sports complexes, based on service quality and satisfaction, seeks to determine whether the conceptual model for evaluating the loyalty of new and old customers of recreational and sports centers based on quality Can the service be explained? In this research, the target statistical population includes all customers who use the services of recreational and sports complexes in Isfahan city, and these customers were selected as available samples. Based on Morgan's table, the maximum sample size of 384 people was selected. In this study, new customers (156 people) have been in the clubs for 1 to 6 months, and customers who have been members of the club for more than 6 months are considered as long-term customers (228 people). In this research, the questions raised in the questionnaire were set based on a 5-point Likert scale (strongly agree, agree, have no opinion, disagree, strongly disagree). The questionnaire used has 72 questions, which consisted of 5 sections including personal information, service quality, satisfaction, customer loyalty and return decisions. In this research, standard questionnaires whose validity has been confirmed by sports management experts and professors (ten people) have been used. Cronbach's alpha coefficient for service quality was 0.89, satisfaction was 0.93, loyalty was 0.85 and return was 0.72. Descriptive statistics and inferential statistics including Kolmogorov Smirnov test to measure the normality of data distribution, Pearson correlation test to determine the relationship of variables and structural equations to determine the fit of the model were used to analyze the data. The findings showed that the correlation between the variables of the research is between 0.59 and 0.75, the highest correlation between the variable of loyalty and the variable of willingness to return is r=0.75, the correlation between the variable of service quality and the variable of customer satisfaction is r=0.66. =, on the other hand, the relationship between satisfaction variable and loyalty variable is r=0.63. It is necessary to remember that all the relationships between the variables are positive and direct. In general, according to the significance of factor loadings and desirable indicators of model fit, it can be said that the model of the communication path of the perceived quality of sports services, satisfaction, desire to return and loyalty of long-standing customers of Isfahan's recreational and sports complexes has a good fit based on the conceptual model. The fit of both models was confirmed and therefore it can be acknowledged that the conceptual model of this research with the modifications made in both groups of new and old customers has a good fit and no difference can be seen in this respect. Based on the findings of the modified model, it can be said; The path model has a good fit with the data in both groups of new and old customers. In general, according to the significance of factor loadings and desirable indicators of model fit, it can be said that the model of the communication path of the perceived quality of sports services, satisfaction, desire to return and loyalty of new and old customers of Isfahan's recreational and sports complexes is based on a conceptual model of It has a good fit. According to the modified model of the communication path, it can be said that service quality has a significant relationship directly with both satisfaction and loyalty. Satisfaction has a direct and significant relationship with loyalty and the desire to return, and loyalty has a direct and significant relationship with the desire to return all customers. Based on this, it is suggested that the managers of sports complexes try to maximize the quality of services in sports clubs and keep them at the desired level while paying full attention to the different dimensions of service quality.
Sports management, marketing
marjan saffari; fariba fayazi; Rasool Norouzi Seyed hossini
Abstract
Leisure under the effect of socio-economic developments and global values is one of the concerns of individuals. Leisure activities can affect people's physical health and lead to a better life and successful aging in adults. On the other hand, the growth and development of machine life, reduction of ...
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Leisure under the effect of socio-economic developments and global values is one of the concerns of individuals. Leisure activities can affect people's physical health and lead to a better life and successful aging in adults. On the other hand, the growth and development of machine life, reduction of working hours and activities, most importantly cultural changes, have made it impossible to ignore your leisure time. The statistics obtained in this field showed that the average lisure time in Iran is 90 days and in the world 80 days per year. The average amount of leisure time in Iran is 3 hours and 29 minutes per day, while the world average is 5 hours. This means that despite the fact that Iranians have more leisure time than the world per capita, the amount of time allocated to it is less and Iranians prefer to spend their budget on other things. Therefore, the vacuum created in this field is questionable as to what factors prevent people from doing leisure activities in their free time, and also the factors that increase leisure activities, to what extent can be increased and strengthened. Due to the tendency of sports and physical education managers and sports media towards championship sports, so far less attention has been paid to leisure sports activities. The subject to be investigated in this context is how much leisure time can affect the satisfaction of the activity and whether the factors affecting the increase of leisure time also increase the satisfaction or not. The purpose of the present study was to investigate the effect of serious leisure on satisfaction from lelisure activities with the mediation of recreational involvement in amateur volleyball athletes. The research method was applied in terms of purpose and correlation interms of data collection, which was done in the field. Data collection tools were questionnaires of Gould et al (2008), Kyle et al (2005) and Ramkisson et al (2012). The target population of the study was non-professional athletes of Tehran Volleyball House who had at least 6 months of membership in this collection. PASS Software was used to determine the sample size and the sampling method was available. Finally, 274 questionnaires were used for statistical analysis. The face and content validity of the data collection tool was reviewed by 9 experts in this field. Cronbach's alpha was 0.95. In order to analyze the data, descriptive and inferential statistical methods were used using SPSS software version 26 and PLS version 3. The Findings showed that if a participant has serious leisure traits, more likely than others to understand the importance of the activity and enjoy its appeal. On the other hand, people should have characteristics such as individual efforts, perseverance and commitment in the activity to pursue recreational activities. one of the most important factors to increase people's satisfaction with leisure activities is recreational participation (Path coefficient 0.519). Among the dimensions of recreational participation, attraction has the greatest impact (Path coefficient = 0.449 and AVE = 0.747), so it can be said that the more irritable people are to an activity, the greater their satisfaction. Entertainment participation predicts 49% and serious leisure 42% of changes in leisure satisfaction, and 66% recreational involvement of changes depend on the serious leisure of volleyball players. taking into account the mediating role of recreational participation in the relationship between serious leisure and leisure satisfaction, the results showed that despite dimensions such as attraction, self-expression, centrality of lifestyle, the relationship between the two variables of serious leisure and leisure satisfaction becomes stronger. Recreational participation with its mediating role can create a positive experience in people and their satisfaction with recreational activities. According to the output of the software used in this research, 51% of the changes in satisfaction with leisure activities are related to recreational participation and serious leisure of non-professional volleyball players of Tehran Volleyball House. Therefore, considering a factor such as recreational involvement can be a great help to the officials in the field of leisure to attract and satisfy more customers of Tehran Volleyball House. In the present study, the relationship between perseverance and customs on leisure satisfaction was not significant. This issue can be interpreted as that the researches were conducted on old people and adults, but according to the descriptive findings of the research, 45.6% of the statistical sample of the current research were under 20 years of age, so they endure problems and hardships and barriers to leisure. Seriously, it's probably difficult for them, and they don't have a proper understanding of customs and subcultures. But the identity of volleyball players is very important in their leisure time. People who follow volleyball as a serious leisure identify themselves with volleyball, and their family and friends also know how important it is for a volleyball player to do volleyball activities. With the improvement of athletes' performance in this area and their efforts, their satisfaction with volleyball will also increase. Educators should know that by knowing the goals of their students, they can help them achieve their goals. The design of exercises that are accompanied by pleasure and happiness by volleyball coaches can attract athletes more to this discipline, so that they prefer volleyball to other sports. The participants in the volleyball field who are satisfied with their leisure activity in the volleyball house know that their life is connected to volleyball, so they plan in life in such a way that the position of volleyball is always reserved. The managers of the complexes can increase the attractiveness for the volleyball players or create suitable conditions for the participants who can show a good image of themselves to others, causing them to be satisfied with the activities they do, which ultimately leads to the loyalty of the volleyball players. For example, having up to date sports equipment, designing exercises with joy and pleasure, and giving athletes the opportunity to discuss volleyball can be very important in the field of loyalty of volleyball players. The participants in the volleyball field who are satisfied with their leisure activity in the volleyball house know that their life is connected to volleyball, so they plan in life in such a way that the position of volleyball is always reserved.
Hosein Poursoltani Zarandi
Abstract
One of the important approaches in data analysis is to help solve theoretical and practical problems based on the findings of other researchers. Meta-analysis is a method that uses the same and opposite results of other people's research and presents the extract of existing research on a specific topic ...
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One of the important approaches in data analysis is to help solve theoretical and practical problems based on the findings of other researchers. Meta-analysis is a method that uses the same and opposite results of other people's research and presents the extract of existing research on a specific topic based on the homogeneity or heterogeneity of scientific findings and based on valid and systematic scientific methods.In this research, 16 research articles on the relationship between service quality and customer satisfaction were used and meta-analysis of data in software (CMA2) was performed. According to Cochran Q test (Sig = 0.003, Sig = 683 / 579Q), it can be said that the present studies in meta-analysis are heterogeneous and therefore the random effects model (not fixed effects) should be used to interpret the combined effect size. The size of the random (combined) effect of the relationship between service quality and customer satisfaction is equal to 0.71 and with 0.95 confidence can be said to be in the range of 0.606 to 0.776. Interpretation of effect size According to Cohen's criteria, the effect size is large. Also, according to (Sig = 0.001, Zig = 10.264), the size of the random effect is significant.
Mozafar Yektayar; sharmin khargheposh
Abstract
The aim of this study was to investigate the effect of attachment to the event on the behavioral intentions of Premier League spectators with the mediating role of satisfaction and sense of place. The present study is an applied research in terms of purpose and quantitatively in terms of strategy and ...
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The aim of this study was to investigate the effect of attachment to the event on the behavioral intentions of Premier League spectators with the mediating role of satisfaction and sense of place. The present study is an applied research in terms of purpose and quantitatively in terms of strategy and correlational in terms of implementation path, field data in terms of data collection and prospective in terms of time. The statistical population of the study includes all fans of Premier League football clubs. They make up at least 8 games from the club they watched live, so the sample size of the study was calculated using the Cochran's formula of 384 people who were purposefully selected. Funk and James (2006) Event Attachment Questionnaire Satisfaction with the location of Ramkison, Smith and Wheeler (2013), Behavioral intentions of Githmal et al. (1996) and finally Movahed et al. (2015) questionnaire to assess the sense of place. شد. The research hypotheses were analyzed at an error level of 5% using Smart PLS software. The results showed that attachment to place has an effect on satisfaction, sense of place and behavioral intentions. Sense of place affects behavioral intentions and satisfaction affects behavioral intentions. In addition, it was found that attachment to place has a positive and significant effect on the behavioral intentions of the brand through satisfaction. Finally, the results showed that in addition, it was found that attachment to place has a positive and significant effect on the behavioral intentions of the brand through a sense of place.
hossein kordlu; hossein ali mohammadi; Mehrdad Moharram Zadeh; Nasrin Azizian Kohan
Abstract
The present study was an applied and correlational study that was conducted in the field. To collect the data of the present study, two researcher-made social media marketing questionnaires with 15 questions including 5 components and customer satisfaction with 3 questions were used. For this purpose, ...
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The present study was an applied and correlational study that was conducted in the field. To collect the data of the present study, two researcher-made social media marketing questionnaires with 15 questions including 5 components and customer satisfaction with 3 questions were used. For this purpose, using random sampling method, 393 questionnaires were collected online and physically among the customers of Hamedan sports and recreation complexes to collect data. In this study, descriptive statistics and inferential statistics including Pearson correlation and multiple regression at the alpha level of 0.05 were used. SPSS software was used to analyze the data. The findings of the present study indicate that all components of social media marketing were significant predictors of customer satisfaction. Among the components of social media marketing, the entertainment component explained the highest (0.26) and the social interaction (0.16) the lowest predictor for customer satisfaction. According to the findings of this study, it is necessary to place more emphasis on the components that attract customers when using social media as a marketing platform. Meanwhile, by using the social media marketing model, customers can be attracted more attention to be satisfied with the marketing done.
Hossein Donyapour; Fatemeh Abdavi
Abstract
The present research is descriptive-applied in terms of methodology. The statistical population of the present study included all customers of Baharestan Passage sports stores in Tabriz who bought sports products at the time of the research. The statistical sample was selected through Cochran's table ...
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The present research is descriptive-applied in terms of methodology. The statistical population of the present study included all customers of Baharestan Passage sports stores in Tabriz who bought sports products at the time of the research. The statistical sample was selected through Cochran's table of 384 customers and finally 380 questionnaires were returned completely and legibly and reviewed. The research tool is a researcher-made questionnaire which was prepared in the form of 7 factors of 26 questions based on the study of comprehensive sources. In order to determine the validity of the questionnaire, 12 professors of sports management were used and the desired corrections were made. In order to assess the reliability of the questionnaire, the Cronbach's alpha coefficient of 0.87 was obtained and accepted. The results showed that from the perspective of sports shop customers, 7 factors were identified as factors of sports shop customers' satisfaction. Finally, the values of factor loads showed that due to the inadequacy of validity, 12 items of the questionnaire were omitted in the analysis of the final research model. Also, the main fit indicators showed that the model has a good fit and the model of customer satisfaction of sports stores was designed, which is in line with the proposed conceptual model.
Mohammad Pourkiani; mohammad reza Boroumand; Seyyed Emad Hosseini; Ali Afroozeh
Abstract
The present study was a descriptive correlational study according to the applied purpose. The statistical population of the study consisted of all fans of Iranian Premier League clubs. A sample size of 200 fans of Iranian Premier League clubs was selected by availability. The research instrument was ...
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The present study was a descriptive correlational study according to the applied purpose. The statistical population of the study consisted of all fans of Iranian Premier League clubs. A sample size of 200 fans of Iranian Premier League clubs was selected by availability. The research instrument was a semi-researcher-made questionnaire whose reliability was determined to be 0.92. First-order confirmatory factor analysis was used to determine the validity of the structure. Path analysis in Amos software was also used to identify the relationship between variables. The results showed that positive emotions lead to satisfaction and support. Satisfaction also leads to support (0.260) and finally support causes the behavioral intentions of fans (0.305). It is suggested that due to the nature of football and the uncertainty of a team's success in the league, pre-season advertising posters should be designed with promising and successful slogans and full of emotion in order to evoke the emotions of the fans. To increase the chances of selling tickets for the whole season.
