University of Tehran Sport Management Journal 2008-9341 6 4 2015 02 20 An Investigation of the Effect of Sport Clubs Reputation on Fans' Behavior Changing with a Social Marketing Approach An Investigation of the Effect of Sport Clubs Reputation on Fans' Behavior Changing with a Social Marketing Approach 627 642 53115 10.22059/jsm.2015.53115 FA Hamid Khodadad Professor, Business Management Department, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran Alireza Mosayebi Ph.D. Candidate Decision Making and Policy Making, Iran University of Science and Technology, Tehran, Iran Journal Article 2013 01 24 Social marketing is defined as applying marketing tools to achieve<br />desired social targets. In other words, social marketing is the usage of<br />commercial methods to increase a target group's ability to admit a belief or<br />an action. In this article, the effect of sport clubs reputation and name on an<br />improvement and a change in their fans' behavior was studied. Using SEM<br />method, the results demonstrated that the two organizational characteristics<br />including general reputation and perceived responsibility as well as the two<br />social responsibility characteristics including perceived effort and perceived<br />influence were independent variables influencing environmental reputation.<br />Also, the results presented that environmental reputation had a significant<br />effect on professional environmental behavior of fans including permanent<br />improvement in behavior and an improvement of their behavior in each<br />match. Furthermore, according to the current results, the more sport clubs try<br />to increase their environmental and social reputation, the more effective<br />tools they are to improve social behavior. Social marketing is defined as applying marketing tools to achieve<br />desired social targets. In other words, social marketing is the usage of<br />commercial methods to increase a target group's ability to admit a belief or<br />an action. In this article, the effect of sport clubs reputation and name on an<br />improvement and a change in their fans' behavior was studied. Using SEM<br />method, the results demonstrated that the two organizational characteristics<br />including general reputation and perceived responsibility as well as the two<br />social responsibility characteristics including perceived effort and perceived<br />influence were independent variables influencing environmental reputation.<br />Also, the results presented that environmental reputation had a significant<br />effect on professional environmental behavior of fans including permanent<br />improvement in behavior and an improvement of their behavior in each<br />match. Furthermore, according to the current results, the more sport clubs try<br />to increase their environmental and social reputation, the more effective<br />tools they are to improve social behavior. https://jsm.ut.ac.ir/article_53115_7ed553e9c4594bb0079d012468db6585.pdf