Testing the Model of Involvement in Sports on Sponsor Credibility in the Iranian Football Premier League with the Role of Sponsor Fitness Modifier – Event
Subject Areas : Sport MarketingAmir Ahmadi 1 , Akbar Afarinesh Khaki 2 * , Taybeh Zargar 3
1 - PhD Student in Sports Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
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
Keywords: sponsor credibility, football premier league, sponsor of the event, involvement in sports.,
Abstract :
The present study was conducted with the general purpose of testing the model of involvement in sports on sponsor credibility in the Iranian Football Premier League with the role of moderator of sponsor-event fit. The present study is a descriptive correlational research based on structural equation modeling and in terms of purpose is considered as an applied research. The statistical population of the study included all fans of Esteghlal and Persepolis football teams in the Iranian Football Premier League in 1399, and the sample size was 402 using G-Power software version 3.1. The research instruments included sponsor-event fit questionnaires, involvement in sports and perceived sponsor validity. After confirming the validity of the questionnaires with the help of 8 professors and experts, its reliability was confirmed by calculating the Cronbach's alpha coefficient and they were used to collect data. Descriptive and inferential statistical methods were used to analyze the collected data. In the descriptive statistics section, tables and graphs of frequency and relative frequency of demographic characteristics of research participants, mean and standard deviation were used. In the inferential statistics section, in order to investigate the effect of research variables on each other and design a relationship model between them, structural equation analysis was used with the help of SmartPLS version 3 software. The results of research data analysis showed that the role of moderator of the sponsor-event fit in the relationship between involvement in sports and the sponsor of the event.