Analysis of the Impact of Financial Support on Attracting and Retaining Fans in the Iranian Basketball Premier League
Poster Presentation
Paper ID : 1225-SSRC
Authors
1دانشگاه باهنر شیراز
2موسسه آموزشی زند شیراز
Abstract
The aim of this research is to investigate the effectiveness of financial support among fans of Iranian Basketball Premier League teams. The research methodThis reseach title is Analysis of the Impact of Financial Support on Attracting and Retaining Fans in the Iranian Basketball Premier League.The aim of this research is to investigate the effectiveness of financial support among fans of Iranian Basketball Premier League teams. The research method employed is analytical-survey, and data were collected in the field. The research population included all basketball sports fans, determined through sample size calculation. The sample consisted of three teams from the top, middle, and bottom levels of the league table. The measurement tool for this study was a researcher-made questionnaire encompassing financial support objectives. The validity of the questionnaire was confirmed by a group of experts, and their reliability was established using Cronbach's alpha (α = 0.93). Descriptive statistics were utilized for classifying raw scores and creating tables and charts. Inferential statistics, including Kolmogorov-Smirnov, one-sample t-test, ANOVA, and Tukey's test, were employed to assess data normality, investigate the desirability of conditions, and compare the three teams.The research results indicated that financial support could be utilized as an advertising tool, particularly in terms of brand awareness and company image. While no significant results were found regarding fans' interest in commercial companies, meaningful outcomes were observed concerning purchasing intent and brand loyalty. There were no significant differences among the top and middle-level teams, but substantial differences were identified for the bottom-ranked team in terms of company image and purchasing intent. Based on these findings, supporters can leverage financial support to introduce their products, enhance brand awareness, boost sales, and foster customer loyalty, depending on their product and marketing strategy
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