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The Presentation of Sponsoring Consequences Model in Sport: Sponsor Image, Team Attachment, Sponsor Awareness and Purchase Intention

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Document Type : Research Paper

Abstract

Objective: The purpose of this study was to investigate the relationship between team achievement and sport involvement in the purchase intention with mediator variables sponsor image, team attachment and sponsor awareness.
Methodology: The research method was descriptive survey. The statistical population were all fans of Esteghlal team that at least one game from the stadium to watch the team and sample size was determined 420. The Research data were collected to use of questionnaire that was taken from previous research. To analyze the data, was used descriptive statistics (frequency, percentage) and inferential statistics (SEM).
Results: The findings showed that except paths team achievement to sponsor image, sponsor awareness to purchase intention, and sponsor – team fit to purchase intention, was significant other paths. Among the significant paths, the highest impact, was the path between sport involvement to team attachment and the path team attachment to purchase intention.
Conclusion: The teams and corporations managers can be increase purchase intention of sponsor products by fans, together and create a positive image of the sponsor as well as the increased dependence fans to their favorite team.

Keywords

References
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Sport Management and Development
Volume 6, Issue 3 - Serial Number 12
March 2018
Pages 188-204
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