Volume 11, Issue 21 (7-2021)                   JRSM 2021, 11(21): 71-90 | Back to browse issues page

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1- Tehran University
2- University of Tarbiat Modares , Shahrokh422@gmail.com
3- University of Shiraz
Abstract:   (3569 Views)
Today, commercial companies have accepted that sportsponsoring can act as a powerful tool for promoting their value. This study examines the impact of sponsorship aspects on brand equity of sponsor while researching about Hamrah Aval Company. The research method is descriptive-analytical, and is practical in terms of research target. The research is implemented using Structural Equation Modeling (SEM). The statistical population of the research is consisted of the fans of Perspolis and Esteghlal football teams who are members of HamrahAval fan system.393 questionnaires were collected using stratified random sampling in the field.A researcher made questionnaire was used to collect primary data.The validity of the questionnaire was checked using confirmation of sport management and marketing professors, and its reliability was tested using Cronbach's alpha (α=0.95), and construct validity was made through confirmatory factor analysis.The findings showed that the suggested research model had a good fitness and all of the six aspects of sport sponsorship had a significant effect on the brand equity of the sponsor, and all the research hypotheses were confirmed.According to the findings, it is recommendedthat brand sponsors plan marketing activities (TV coverage and advertisements) to promote their brand equities.
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Type of Study: Research | Subject: sport management
Received: 2017/11/12 | Accepted: 2019/05/5 | ePublished ahead of print: 2020/10/24 | Published: 2021/07/1

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