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Providing a model of the response of fans of league 1 football clubs to sponsor of rival teams
Poster Presentation
Paper ID : 1464-11THCONF
Authors
1M.S. Marketing management in Sport, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
2Assistant professor of sport management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
Abstract
Introduction: Today, corporate investment in sports sponsorship has risen sharply over the than past decades, so that in 2014, the global sport financial support market has increased by 4.1% and for 2015 is estimate at $ 57.5 billion. But there is a Threat for sports club sponsors and that is undesirable attitude of rival team supporters which may create a disorder in the process of returning capital to sponsors. Therefore, the purpose of this study was to providing a model of the response of fans of league 1 football clubs to Sponsor of from rival teams.
Methodology: This research was correlation and functional based on structural equation modeling that was done as a field survey. The statistical population of the study consisted of all the fan of "Khoneh-be-Khoneh" club of Babol, who came to the "Vatani" Stadium in the Fourth week of the league 1 in 2016-2017. The sample size was determined by structural equation method and since the research questionnaire had 21 items, based on 309 assessment questionnaires were used that the random distribution method was simple. The modified questionnaire of Angel et al (2016) was used. Face and content validity the questionnaires approved by 10 professors of sports marketing and construct validity with use was investigated by convergent validity measured that for factors "prior attitude towards sponsor", "perceived fit of support", "fan level" and "response to the support of the rival team" respectively 0/727, 0/773, 0/854 and 0/936 reported. Questionnaires reliability was measured by cronbach's alpha that for mentioned factors respectively 0/881, 0/927, 0/913 and 0/936 reported. Also combined reliability for mentioned factors respectively 0/914, 0/944, 0/946 and 0/978 reported. Data analyzed by SMARTPLS software. Results: The findings showed the significant effect of the three factors of "prior attitude towards sponsor", "perceived fit of support" and "fan level" on the "response to the support of the rival team". But the relationship between the two factor "fan level" and "response to the support of the rival team" the negative was seen. So that each much "fan level" as more, "response to the support of the rival team" with will have a more negative attitude.
Discussion: It is therefore suggested sponsors to adapt to rival team fans and creating a more positive attitude among them in games face-to-face setting logo colors self with the colors of rival's dress till develop emotional and behavioral responses in the fans of those teams.
Methodology: This research was correlation and functional based on structural equation modeling that was done as a field survey. The statistical population of the study consisted of all the fan of "Khoneh-be-Khoneh" club of Babol, who came to the "Vatani" Stadium in the Fourth week of the league 1 in 2016-2017. The sample size was determined by structural equation method and since the research questionnaire had 21 items, based on 309 assessment questionnaires were used that the random distribution method was simple. The modified questionnaire of Angel et al (2016) was used. Face and content validity the questionnaires approved by 10 professors of sports marketing and construct validity with use was investigated by convergent validity measured that for factors "prior attitude towards sponsor", "perceived fit of support", "fan level" and "response to the support of the rival team" respectively 0/727, 0/773, 0/854 and 0/936 reported. Questionnaires reliability was measured by cronbach's alpha that for mentioned factors respectively 0/881, 0/927, 0/913 and 0/936 reported. Also combined reliability for mentioned factors respectively 0/914, 0/944, 0/946 and 0/978 reported. Data analyzed by SMARTPLS software. Results: The findings showed the significant effect of the three factors of "prior attitude towards sponsor", "perceived fit of support" and "fan level" on the "response to the support of the rival team". But the relationship between the two factor "fan level" and "response to the support of the rival team" the negative was seen. So that each much "fan level" as more, "response to the support of the rival team" with will have a more negative attitude.
Discussion: It is therefore suggested sponsors to adapt to rival team fans and creating a more positive attitude among them in games face-to-face setting logo colors self with the colors of rival's dress till develop emotional and behavioral responses in the fans of those teams.
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