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An Investigation of the Effect of Sport Clubs Reputation on Fans' Behavior Changing with a Social Marketing Approach

Document Type : Research Paper

Authors

1 Professor, Business Management Department, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran

2 Ph.D. Candidate Decision Making and Policy Making, Iran University of Science and Technology, Tehran, Iran

Abstract

Social marketing is defined as applying marketing tools to achieve
desired social targets. In other words, social marketing is the usage of
commercial methods to increase a target group's ability to admit a belief or
an action. In this article, the effect of sport clubs reputation and name on an
improvement and a change in their fans' behavior was studied. Using SEM
method, the results demonstrated that the two organizational characteristics
including general reputation and perceived responsibility as well as the two
social responsibility characteristics including perceived effort and perceived
influence were independent variables influencing environmental reputation.
Also, the results presented that environmental reputation had a significant
effect on professional environmental behavior of fans including permanent
improvement in behavior and an improvement of their behavior in each
match. Furthermore, according to the current results, the more sport clubs try
to increase their environmental and social reputation, the more effective
tools they are to improve social behavior.

Keywords

References
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Sport Management Journal
Volume 6, Issue 4 - Serial Number 4
March 2015
Pages 627-642
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History
  • Receive Date: 24 January 2013
  • Revise Date: 18 March 2015
  • Accept Date: 11 June 2013
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