A COMPREHENSIVE MODEL FOR SPONSORSHIP EFFECTIVENESS IN IRAN FOOTBALL PRO LEAGUE

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FALLAHI A.; EHSANI M.; KHABIRI M.; KUZEHCHIAN H.

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Journal Paper

Paper Information

Journal: SPORT MANAGEMENT REVIEW Year:2017 | Volume:9 | Issue:41 Page(s): 37-60

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Title

A COMPREHENSIVE MODEL FOR SPONSORSHIP EFFECTIVENESS IN IRAN FOOTBALL PRO LEAGUE

Author(s)

FALLAHI A. | EHSANI M. | KHABIRI M. | KUZEHCHIAN H. | Issue Writer Certificate

Keywords

SPONSORSHIPQ1

SPONSORQ1

EFFECTIVENESSQ2

IRAN FOOTBALL PRO LEAGUEQ1

Abstract

The purpose of this study was to evaluate SPONSORSHIP EFFECTIVENESS model in IRAN FOOTBALL PRO LEAGUE. The research method was descriptive-survey. Five hundred fifteen spectators (by Cochran’s formula) of IRAN FOOTBALL PRO LEAGUE participated in study. Data was analyzed using structural equation modeling. Testing for goodness of fit showed that, with some corrections, the proposed model was desirable. Results showed that SPONSORing in Pro League increased product awareness, improved SPONSOR image, enhanced social responsibility, and increased intention to purchase from SPONSOR. Product awareness, SPONSOR image, and social responsibility affected intention to purchase positively, and negative behavior and ambush marketing affected intention to purchase negatively. In general, SPONSORing in IRAN FOOTBALL PRO LEAGUE affected the target population’s opinion positively and has EFFECTIVENESS.

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APA: Copy

FALLAHI, A., EHSANI, M., KHABIRI, M., & KUZEHCHIAN, H.. (2017). A COMPREHENSIVE MODEL FOR SPONSORSHIP EFFECTIVENESS IN IRAN FOOTBALL PRO LEAGUE. SPORT MANAGEMENT REVIEW, 9(41 ), 37-60. SID. https://sid.ir/paper/234377/en

Vancouver: Copy

FALLAHI A., EHSANI M., KHABIRI M., KUZEHCHIAN H.. A COMPREHENSIVE MODEL FOR SPONSORSHIP EFFECTIVENESS IN IRAN FOOTBALL PRO LEAGUE. SPORT MANAGEMENT REVIEW[Internet]. 2017;9(41 ):37-60. Available from: https://sid.ir/paper/234377/en

IEEE: Copy

A. FALLAHI, M. EHSANI, M. KHABIRI, and H. KUZEHCHIAN, “A COMPREHENSIVE MODEL FOR SPONSORSHIP EFFECTIVENESS IN IRAN FOOTBALL PRO LEAGUE,” SPORT MANAGEMENT REVIEW, vol. 9, no. 41 , pp. 37–60, 2017, [Online]. Available: https://sid.ir/paper/234377/en

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