Authors
1
Ph.D in Sport Management, Tehran University, Tehran, Iran
2
Associate Professor, Tehran University, Tehran ,Iran
3
Associate professor, University of Tehran
,
Document Type : Research Paper
Abstract
Objective: The aim of this study was to investigate the effect of sense of brand community on attendance and media consumption among football Pro-League spectators through the mediator role of perceived risk.
Methodology: The target population included football spectators of the sixteenth season of IRAN Pro-League, such that 365 people were selected through random- available sampling as the samples of this study. Sense of brand community was measured by Hedland’s questionnaire (2011) , with the reliability (α=.96), and, consequently, attendance, media consumption and perceived risk were measured by the researcher-made questionnaires (α=.70, α=.82, and α=.91, respectively). furthermore, the questionnaire’s face validity was investigated according to some field-specialist sport management scholars. Structural Equation Modeling was used to analyze the data.
Results: The results showed that sense of brand community has a positive and significant effect on attendance in stadium and sport media consumption, and it has negative and significant effects on perceived risk. In addition, the perceived risk has a negative and significant effect on attendance in stadium, and has it positive and significant effect on sport media consumption. Furthermore, indirect results showed that perceived risk acted as a mediator between the sense of brand community and attendance in stadium.
Conclusion: To increase spectators’ attendance in stadium it is essential to reinforce the fan community and consider the factors that increase perceived risks.
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