نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکترای مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران مرکزی، تهران، ایران
2 استادیارگروه مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران
3 دانشجوی دکترای مدیریت ورزشی، دانشگاه ازاد اسلامی، واحد تهران شمال، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Corporate Sponsor Image is one of the most important factors in predicting of Purchase Intention of fans which brand love and sports involvement can strengthen this effect. The purpose of this study is to investigate the effect of Corporate Sponsor Image on Purchase Intention of Persepolis fans with the mediating role of Brand Love and Sport Involvement. The present study was a descriptive and correlational study that was conducted in the field. The statistical population of the study was the fans of Persepolis Club, from which 200 people were selected as the statistical sample. The research tools included four questionnaires: brand love, corporate image, sports involvement and purchase intention. In this study, variance-based structural equation model was used to analyze the data. The results showed that Corporate Sponsor Image directly has a positive and significant effect on Purchase Intention (β=0.374,t=5.434), brand love (β=0.599,t=12.792) and sports involvement (β=0.387, t=4.045). Also, sports involvement (β= 0.307, t=54.735) and brand love (β = 0.257, t = 3.465) have a direct positive and significant effect on the purchase intention. Also, the image of the sponsor indirectly and through sports involvement (β=0.119, t=3.788) and brand love (β=0.154, t=3.215) has a positive and significant effect on purchase intention and sports involvement and brand love strengthen the effect of the sponsor image on the purchase intention. According to the results, the sponsors can increase the purchase intention of Persepolis fans by strengthening their brand image and getting help from sports involvement and the fans' Brand love.
کلیدواژهها [English]