The relationship of marketing communication with the satisfaction of financial sponsors of football sports clubs
Poster Presentation
Paper ID : 1659-SSRC
Authors
دانشگاه آزاد واحد ساوه
Abstract
1,803 / 5,000
Translation results
Translation result
The purpose of this research was to investigate the relationship between communication marketing and the level of satisfaction of financial sponsors of sports clubs. . The statistical population of the research included all financial sponsors of clubs participating in the professional football league of the country (Premier League, First League and Second League). The estimation showed that their number was about 90 supporters who formed the statistical population of the research. Due to the limitation of the statistical population, the statistical sample was equivalent to the population and there was no need for a sampling method. A questionnaire was used to collect the data required for this research. In order to analyze the research data and make statistical inferences, Pearson's correlation test was used. The components of communication marketing in this research were mutual understanding, long-term perspective, communication, cooperation, empathy. The research results showed that there is a positive and significant relationship between mutual understanding and satisfaction variable. Mutual understanding of each other's goals is considered as one of the vital factors in relation to sponsors and clubs. Other results from the research show that there is a positive and significant relationship between long-term perspective and satisfaction. Today, companies are increasingly looking for long-term alliances with their sponsors. The research results showed that there is a positive and significant relationship between communication and satisfaction variable. Since it is necessary to establish a close communication path between the teams and their financial sponsors, it is necessary that the feedback resulting from this communication is always carefully considered by the teams. . The research results showed that there is a positive and significant relationship between cooperation and satisfaction variables. Clubs and sponsors that work together effectively have trust, facilities and equipment, experienced leadership, shared goals and values, satisfied and committed relationships, and provide quality services that can achieve positive outcomes. The research results showed that there is a positive and significant relationship between empathy and satisfaction variable. Empathy is one of the basic concepts of communication marketing studies and relationship with customers.
1,803 / 5,000
Translation results
Translation result
The purpose of this research was to investigate the relationship between communication marketing and the level of satisfaction of financial sponsors of sports clubs. . The statistical population of the research included all financial sponsors of clubs participating in the professional football league of the country (Premier League, First League and Second League). The estimation showed that their number was about 90 supporters who formed the statistical population of the research. Due to the limitation of the statistical population, the statistical sample was equivalent to the population and there was no need for a sampling method. A questionnaire was used to collect the data required for this research. In order to analyze the research data and make statistical inferences, Pearson's correlation test was used. The components of communication marketing in this research were mutual understanding, long-term perspective, communication, cooperation, empathy. The research results showed that there is a positive and significant relationship between mutual understanding and satisfaction variable. Mutual understanding of each other's goals is considered as one of the vital factors in relation to sponsors and clubs. Other results from the research show that there is a positive and significant relationship between long-term perspective and satisfaction. Today, companies are increasingly looking for long-term alliances with their sponsors. The research results showed that there is a positive and significant relationship between communication and satisfaction variable. Since it is necessary to establish a close communication path between the teams and their financial sponsors, it is necessary that the feedback resulting from this communication is always carefully considered by the teams. . The research results showed that there is a positive and significant relationship between cooperation and satisfaction variables. Clubs and sponsors that work together effectively have trust, facilities and equipment, experienced leadership, shared goals and values, satisfied and committed relationships, and provide quality services that can achieve positive outcomes. The research results showed that there is a positive and significant relationship between empathy and satisfaction variable. Empathy is one of the basic concepts of communication marketing studies and relationship with customers.
Keywords