Volume 6, Issue 11 (9-2016)                   JRSM 2016, 6(11): 51-62 | Back to browse issues page

XML Persian Abstract Print

Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Bakhshandeh H, Jalali Farahani M, Sajjadi S N. Fan reaction to the club's social responsibility: a case study of selected team of Iran's Football Pro League. JRSM 2016; 6 (11) :51-62
URL: http://jrsm.khu.ac.ir/article-1-2378-en.html
Fan reaction to the club's social responsibility: a case study of selected team of Iran's Football Pro League
Hosein Bakhshandeh , Majid Jalali Farahani , Seyed Nasrollah Sajjadi
Abstract:   (9525 Views)

The aim of this study was to evaluate the effect of club's social responsibility on the fan's intention to purchasing the sponsors products. Population of this study was consists of the fans of three teams that selected of the Iranian Football Pro League. By using the formula to determine the sample size, it for infinite population obtained 384. For data collection, the social responsibility questionnaire and purchase intention questionnaire were used. By using the Views of 6 sports management professionals, the formal validity of the questionnaires was checked. To verify the Construct Validity of social responsibility instrument, Exploratory and confirmatory factor analysis were performed. In order to verify the normality of data distribution, the skewnes, and Kurtosis indexes were used. For data analysis, statistical tests such as mean, standard deviation, factor analysis, Pearson correlation, and stepwise multiple regression method were used. Results showed that all dimensions of social responsibility have a significant effect on the fans reaction. Based on the research results, it is recommended to the managers that activities such as participating in the games aimed at helping needy people, implementing the federation’s rules, support of sport for all are suitable for enhancing the fan Purchase intention.

Keywords: social responsibility, Purchase intention, football fans, pro League
Full-Text [PDF 804 kb]   (3444 Downloads)    
Type of Study: Research | Subject: sport management
Received: 2016/09/27 | Accepted: 2016/09/27 | Published: 2016/09/27
References
1. Argenti, P.A., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate Reputation Review, 6, 368–374.
2. Bal, C., Quester, P., & Plewa, C. (2009). Event-related emotions: A key metric to assess sponsorship effectiveness. [Article]. Journal of Sponsorship, 2(4), 367-378.
3. Gilaninia, S., & Abbaszadeh, M. R. (2010). Assessing the Constructs of Sport Sponsorship Effectiveness and Theoretical Relationships between them among Football Fans in Iran.
4. Klein, J. and N. Dawar: 2004, ‘Corporate Social Responsibility and Consumers’ Attributions and BrandEvaluations in a Product – Harm Crisis’, International Journal of Research in Marketing 21(3), 203–217.
5. Lau, N., Makhanya, K., & Trengrouse, P. (2004). The corporate social responsibility of sports organizations: The case of FIFA (4th ed., pp. 1–77). Internation Center for Sports Studies.
6. Lockett, A., Moon, J., & Visser, W. (2006). Corporate social responsibility in management research: Focus, nature, salience and sources of influence. Journal of Management Studies, 43, 115–136.
7. McDonald, L. M., & Rundle-Thiele, S. (2008). Corporate social responsibility and bank customer satisfaction: a research agenda. International Journal of Bank Marketing, 26(3), 170-182.
8. Meenaghan, T. (2001). Understanding Sponsorship Effects. [Article]. Psychology & Marketing, 18(2), 95-122.
9. Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45-72.
10. Neale, L., Filo, K., & Funk, D. (2007). Corporate social responsibility and sport event sponsorship. QUT Digital Repository: http://eprints.qut.edu.au/.
11. Oliver, C. (1997). Sustainable competitive advantage: Combining institutional and resource-based views. Strategic Management Journal, 18, 697–713.
12. Onlaor, W., & Rotchanakitumnuai, S. (2010). Enhancing Customer Loyalty towards Corporate Social Responsibility of Thai Mobile Service Providers. [Article]. World Academy of Science, Engineering & Technology, 66, 1574-1578.
13. Rahim, R. B. A., Jalaludin, F. W., & Tajuddin, K. (2011). The Importance of Corporate Social Responsibility on Consumer Behaviour in Malaysia. Asian Academy of Management Journal, 16(1), 119-139.
14. Russell, D. W., & Russell, C. A. (2010). Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators. Marketing Letters, 21(1), 65-81.
15. Sartore-Baldwin, M. L., & Walker, M. (2011). The Process of Organizational Identity: What Are the Roles of Social Responsiveness, Organizational Image, and Identification? Journal Of Sport Management, 25(5), 489-505.
16. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing research, 225-243.
17. Smith, A., Graetz, B., & Westerbeek, H. (2008). Sport sponsorship, team support and purchase intentions. [Article]. Journal of Marketing Communications, 14(5), 387-404. doi: 10.1080/13527260701852557.
18. Tabachnick, B. G., & Fidell, L. S. (1996). Using multivariate statistics (3rd ed.). New York: HarperCollins.
19. Walker, M. B., & Kent, A (2009). Research and Reviews Do Fans Care? Assessing the Influence of Corporate Social Responsibility on Consumer Attitudes in the Sport Industry.
20. Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12(4), 357-387.
21. Walker, M., Heere, B., Parent, M. M., & Drane, D. (2010). Social responsibility and the Olympic Games: the mediating role of consumer attributions. Journal of business ethics, 95(4), 659-680.
Add your comments about this article : Your username or Email:
CAPTCHA
Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2024 CC BY-NC 4.0 | Research in Sport Management and Motor Behavior

Designed & Developed by : Yektaweb