Document Type : Research Paper
Authors
1 PhD Student, Department of Sports Management, Islamic Azad University, Central Branch of Tehran, Tehran, Iran
2 Associate Professor, Department of Sports Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran
Abstract
TThe present study is a practical research in terms of purpose and quantitative in terms of strategy and in terms of the implementation path of correlation, in terms of field data collection. In the present study, Persepolis Club was selected as the study club and the statistical population of the present study consisted of all the fans of Persepolis Club. 360 people were selected as the research sample and were selected by the sampling method available and voluntarily. According to the objectives of the study, the appropriate tools for this study were questionnaire; for this purpose, in order to assess social responsibility from Galbraith questionnaire (2010), brand support behaviors from Zhi et al.'s questionnaire (2019) The Joyce et al. (2019) and the measurement of the social justice adjustment variable were used in the Davis and Othsuth (1987) questionnaire. Confirmatory factor analysis and study of the effects and mediating role of research at 5% error level were analyzed using 25 SPSS and Smart PLS 3.2.9 software. The results showed that social responsibility had an effect on brand support behaviors and supportive attitudes, and fans 'attitudes influenced brand support behaviors, and the mediating role of fans' attitudes toward the impact of social responsibility on supportive behaviors was confirmed. Ultimately, social justice plays a moderating role in the impact of club social responsibility on supportive brand behaviors.
Keywords
)