The Effect of Sense of Brand Community on Attendance in Stadium and Media Consumption in IRAN Football Pro-League Spectators: The Mediating Role of Perceived Risk

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Mazyari Mohammad; HAMIDI MEHRZAD; KHABIRI MOHAMMAD; ALIDOUST GHAHFAROKHI EBRAHIM

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: SPORT MANAGEMENT AND DEVELOPMENT Year:2020 | Volume:9 | Issue:2 (22) Page(s): 1-15

Download Full-Text

Persian Verion

View:

188

Download:

Cites:

Information Journal Paper

Title

The Effect of Sense of Brand Community on Attendance in Stadium and Media Consumption in IRAN Football Pro-League Spectators: The Mediating Role of Perceived Risk

Author(s)

Mazyari Mohammad | HAMIDI MEHRZAD | KHABIRI MOHAMMAD | ALIDOUST GHAHFAROKHI EBRAHIM | Issue Writer Certificate

Keywords

Brand communityQ1

attendance in stadiumQ1

media consumptionQ1

perceived riskQ1

football spectatorsQ1

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 senses 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.

Cites

No record.

References

No record.

Cite

APA: Copy

Mazyari, Mohammad, HAMIDI, MEHRZAD, KHABIRI, MOHAMMAD, & ALIDOUST GHAHFAROKHI, EBRAHIM. (2020). The Effect of Sense of Brand Community on Attendance in Stadium and Media Consumption in IRAN Football Pro-League Spectators: The Mediating Role of Perceived Risk. SPORT MANAGEMENT AND DEVELOPMENT, 9(2 (22) ), 1-15. SID. https://sid.ir/paper/400898/en

Vancouver: Copy

Mazyari Mohammad, HAMIDI MEHRZAD, KHABIRI MOHAMMAD, ALIDOUST GHAHFAROKHI EBRAHIM. The Effect of Sense of Brand Community on Attendance in Stadium and Media Consumption in IRAN Football Pro-League Spectators: The Mediating Role of Perceived Risk. SPORT MANAGEMENT AND DEVELOPMENT[Internet]. 2020;9(2 (22) ):1-15. Available from: https://sid.ir/paper/400898/en

IEEE: Copy

Mohammad Mazyari, MEHRZAD HAMIDI, MOHAMMAD KHABIRI, and EBRAHIM ALIDOUST GHAHFAROKHI, “The Effect of Sense of Brand Community on Attendance in Stadium and Media Consumption in IRAN Football Pro-League Spectators: The Mediating Role of Perceived Risk,” SPORT MANAGEMENT AND DEVELOPMENT, vol. 9, no. 2 (22) , pp. 1–15, 2020, [Online]. Available: https://sid.ir/paper/400898/en

Related Journal Papers

No record.

Related Seminar Papers

No record.

Related Plans

No record.

Recommended Workshops