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Testing the model of influencing factors on fans' supportive behaviors of the Persepolis club brand

Document Type : Original Article

Authors

1 Postdoctoral Researcher in Sports Management, Department of Sports Management and Planning, Faculty of Physical Education and Sport Sciences, Razi University, Kermanshah, Iran

2 Associate Professor of Sports Management, Department of Sports Management and Planning, Faculty of Physical Education and Sport Sciences, Razi University, Kermanshah, Iran

3 Senior Lecturer, School of Digital and Creative Industries, Buckinghamshire New University, Buckingham, UK

Abstract

The purpose of the present study was to examine the model test of the influencing factors on fans' support behavior of the Persepolis club brand. In terms of the purpose of the present research, it was an applied research and in terms of quantitative strategy, and in terms of the implementation path of correlation, in terms of collecting field data, and in terms of time, it was prospective. In the present research, Persepolis club is the club under study and the statistical population of the present study was made up of all fans of Persepolis club. 420 people were selected as the research sample and available sampling method was used. In order to evaluate social responsibility, the Galbraith questionnaire (2010), brand support behaviors from the questionnaire of Zhi et al. (2019), and the questionnaire of Zhi et al. And in order to check the validity of the measurement tools, content and construct validity and Cronbach's alpha coefficient were used to check the reliability. In order to examine and analyze the data, descriptive and inferential statistics were used with the structural equation model approach, and SPSS 25 and Smart PLS 3.2.9 software were used for analysis. The obtained results showed that social responsibility had an effect on brand support behaviors and fans' attitudes, and fans' attitudes had an impact on brand support behaviors and the mediating role of fans' attitudes and positive moral feelings in relation to the impact of social responsibility on support behaviors. It was confirmed. Finally, empathy plays a moderating role between the impact of the social responsibility of the club on the fans' brand support behaviors.

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Sports Marketing Studies
Volume 5, Issue 3 - Serial Number 19
November 2024
Pages 117-135
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