The effect of motivational marketing on behavioral intentions through the attitude of football fans according to the moderating role of altruism
Subject Areas : Sport MarketingMohammad saivan Nouri 1 , navid mahtab 2
1 - Sports Management Department, Marivan Branch, Islamic Azad University, Marivan, Iran
2 - Assistant Professor of Sport Management, Islamic Azad University, Qorveh Branch, Iran.
Keywords: motivational marketing, behavioral intentions, fans', attitudes, football, altruism,
Abstract :
The present study was descriptive-correlation using the structural equation model. The statistical population of the study was all the fans of Esteghlal and Persepolis football teams. The sample size The research was determined according to the structural equation modeling method based on the number of items in the research tool (minimum twice and maximum 10 times the items). The selection of research samples was also done randomly; and 110 people were selected as a statistical sample. The use of descriptive and inferential methods were analyzed and finally the research model was obtained. The results showed that market orientation has a positive and significant relationship with altruism and fans' attitude directly at the error level of 0.05. Altruism has a positive and significant relationship with behavioral intentions directly at the error level of 0.05 percent. Fans' attitude has a positive and significant relationship with behavioral intentions directly at the error level of 0.05 percent. Also, motivational marketing has an effect on behavioral intentions through the attitude of football fans in terms of the moderating role of altruism. The results showed that the founders of the sports clubs should have a strategic plan regarding the promotion of their position and increasing the competitive advantage; It means to pay attention to customers. Establishing coordination is another necessary basis for the growth of market orientation. Paying attention to the needs of customers in accordance with environmental changes is one of the factors that seems important in this field.
