Examining the Sponsor's Attitude Model on Purchase Intention in Iran's Premier Football League with the Mediating Role of Event Sponsor Fit

Subject Areas :

علی احمدی ¹ , Akbar Afarinesh Khaki ² , Taybeh Zargar ³

1 - دانشگاه کرمان
2 - Assistant Professor of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor of Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2023-12-06 Accepted : 2024-08-28 Published : 2024-12-13

Keywords: Attitude towards the Sponsor, Purchase Intention, Premier League, Iran, Event Sponsor,

Abstract :

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. 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. After confirming the face validity (opinions of 8 sports management professors) and content validity (CVI and CVR forms, which were more than 0.8) of the questionnaires with the help of 8 professors and experts, its reliability was also calculated by calculating the alpha coefficient. Cronbach's (more than 0.75) was confirmed and used to collect data. 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. 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.

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