نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
دانشگاه کردستان
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The effectiveness of sponsorship is a topic that is of interest to many sponsoring companies. The present study examines which type of sports sponsorships is more effective in fans of home and rival teams. The current research was practical and in terms of research method, it was semi-experimental and of the type of 3*2 factorial design. In this study, the effectiveness of three types of sponsorship (Standard, CSR-Linked, and Joint) was investigated in the fans of home (Persepolis) and rival (Esteghlal) teams. The statistical population of the research was the students who were fans of the Persepolis and Esteghlal teams in University of Kurdistan, and the statistical sample of 205 people was selected by simple random sampling method. Research data were collected using fictitious scenarios and questionnaires. To check the validity and reliability of the questionnaire, convergent validity, construct reliability, composite reliability and Cronbach's alpha were used and to analyze the research hypotheses, multiple variance analysis (ANOVA) was used. The results showed that the CSR-Linked sponsorship had the most positive effect and the least negative effect on the attitude and purchase intention of the fans of the home team and the attitude of the fans of the rival team. It is suggested that the managers of sponsoring companies, according to the results of the present research, sponsor football teams to bring the most effectiveness for them.
کلیدواژهها [English]
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