The Impact of Corporate Social Responsibility Measures on Brand Love for Sport Teams

Document Type : Original Article

Authors

1 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Lahijan Branch, Gilan, Iran

2 Department of Physical Education, Faculty of Humanities, Islamic Azad University, Lahijan Branch / University Research Director

3 Master of Sports Management, Marketing Management in Sports, Payame Noor University, Guilan Province, Iran.

https://www.doi.org/10.34785/J021.2021.554

Abstract

The aim of this study was to investigate the effect of corporate social responsibility, digital marketing and fan intervention on brand love of sports teams (Case study: Speed Road Rasht). The method of the present study was descriptive-correlational. The statistical population of the study included all fans of Speed Road Rasht Football Club. To determine the minimum sample required in this study, the method presented by Barclay et al (1995) was used to determine the minimum sample in PLS3. The minimum sample size used according to the most relationships in the structural part of the main research model is equal to the product of 10 in 5, which is equal to 50; But in this study, to be more sure of the results, 250 questionnaires were distributed among the fans of Rasht Speed Road football club. Of these, 230 questionnaires were collected and 215 questionnaires were analyzed. The face and content validity of the questionnaire was confirmed by experts in this field. The reliability of the questionnaire was also confirmed by PLS3. Descriptive statistical methods (frequency and mean distribution tables and standard deviation) and inferential statistics (Kalmograph-Smirnov tests and path analysis) were used to analyze the quantitative data. All analyzes were performed using Spss21 and Pls3 software. Findings showed that social responsibility actions had a significant effect on brand love. The digital marketing variable on the club site had a significant effect on brand love. The digital marketing variable on Instagram had a significant effect on brand love. The digital marketing variable on the Telegram site had a significant effect on brand love. The intervention variable of team fans had a significant effect on brand love.

Keywords

References

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Sports Marketing Studies
Volume 2, Issue 3 - Serial Number 7
November 2021
Pages 123-152

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