Evaluating Sport Sponsorship Model among Soccer Fans in Iran
作者： Kamran Eshghi , Reza Mohammad Kazemi , Hashem Aghazadeh , Apena Hedayatnia
DOI: 10.5430/BMR.V2N2P37
关键词: Reliability (statistics) 、 Confirmatory factor analysis 、 Loyalty 、 Advertising 、 Structural equation modeling 、 Brand awareness 、 Psychology 、 Applied psychology 、 Goodness of fit 、 Construct validity
摘要: In this paper, we investigate the effectiveness of sport sponsorship among soccer fans in Iran. The effects through team attachment were evaluated on brand awareness, corporate image, purchase intent and loyalty. Confirmatory factor analysis was conducted to examine goodness fit measurement model for research constructs, structures dimensionalities constructs. Construct validity reliability items also examined. Then, structural equation modeling check hypothesized relationships results show that is positively related loyalty, but it not awareness.
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