Examining the sponsor's attitude model on purchase intention in Iran's premier football league with the mediating role of event sponsor fit
Poster Presentation
Paper ID : 1726-SSRC
Authors
1PhD Student in Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2Assistant Professor of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
Aim: The present research was conducted with the general purpose of testing the model of attitude towards the sponsor on purchase intention in the Iranian Premier League with the mediating role of event sponsor suitability.
Methodology: The current research is descriptive of the correlational type and based on structural equation modeling, and in terms of its purpose, it is considered a part of applied research. The statistical population of the research included all the fans of Esteghlal and Persepolis football teams in Iran's premier football league in 2019, and the sample size was 402 people using JPower version 3.1 software. The measuring tool of the research included 3 questionnaires of the attitude towards the sponsor on the purchase intention and suitability of the event sponsor. In the descriptive statistics section, the frequency and relative frequency of demographic characteristics of research participants, mean and standard deviation were used. Structural equation analysis was used in the inferential statistics section to investigate the effect of research variables on each other and to design a communication model between them.
Results: The results of the current research indicate that the attitude towards the sponsor has a positive and significant effect on the match between the sponsor and the event, the attitude towards the sponsor on the purchase intention of the fans, and the match between the sponsor and the event has a positive and significant effect on the purchase intention of the fans. It was also found that the appropriateness of the event sponsor plays a mediating role in the relationship between attitude towards the sponsor and purchase intention.
Conclusion: According to the results of the research, it is suggested that in choosing the sponsors of the premier football league of the country, in addition to the reputation of the companies, the attitude of their customers should also be taken into consideration by the marketing managers of the football league organization so that the football league organization can attract more fans in addition to obtaining financial benefits. Encourage and attract people to watch this event.
Methodology: The current research is descriptive of the correlational type and based on structural equation modeling, and in terms of its purpose, it is considered a part of applied research. The statistical population of the research included all the fans of Esteghlal and Persepolis football teams in Iran's premier football league in 2019, and the sample size was 402 people using JPower version 3.1 software. The measuring tool of the research included 3 questionnaires of the attitude towards the sponsor on the purchase intention and suitability of the event sponsor. In the descriptive statistics section, the frequency and relative frequency of demographic characteristics of research participants, mean and standard deviation were used. Structural equation analysis was used in the inferential statistics section to investigate the effect of research variables on each other and to design a communication model between them.
Results: The results of the current research indicate that the attitude towards the sponsor has a positive and significant effect on the match between the sponsor and the event, the attitude towards the sponsor on the purchase intention of the fans, and the match between the sponsor and the event has a positive and significant effect on the purchase intention of the fans. It was also found that the appropriateness of the event sponsor plays a mediating role in the relationship between attitude towards the sponsor and purchase intention.
Conclusion: According to the results of the research, it is suggested that in choosing the sponsors of the premier football league of the country, in addition to the reputation of the companies, the attitude of their customers should also be taken into consideration by the marketing managers of the football league organization so that the football league organization can attract more fans in addition to obtaining financial benefits. Encourage and attract people to watch this event.
Keywords