Journal of Advances in Para-Sport Science
A peer-reviewed, open-access academic journal dedicated to the advancement of sports sciences for individuals with diverse abilities

Investigating the effect of brand identifiability stimuli of sports clubs on loyalty and intention to buy sponsoring companies' products

Authors

Rasoul Tarighi 1
ramin bazyani 2
maliheh salehi rostami 2

1 Assistant Professor of sport management, shomal university, Amol, Mazandaran.

2 Master of Sports Management Adib sari Institute of Higher Education, Mazandaran,iran

Abstract
: Sponsorship activities have rapidly emerged as a prominent form of marketing communication aimed at effectively reaching target customers. In contemporary marketing strategies, sponsorship is increasingly recognized as a valuable tool for achieving corporate objectives. This research aims to examine the impact of brand identification stimuli from sports clubs on customer loyalty and the intention to purchase products from sponsoring companies. This study adopts a descriptive-survey methodology, focusing on fans of sports clubs in Mazandaran Province. The sample was determined to be400 individuals, utilizing Cochran's formula for determining sample size in populations with an infinite number of members. A targeted non-random sampling technique was employed. A researcher-developed questionnaire was designed based on a comprehensive review of existing literature. The validity of the questionnaire was affirmed by ten professors in sports management, and its reliability was validated through Cronbach's alpha coefficient. To assess the normality of data distribution, the Kolmogorov-Smirnov test was conducted, with subsequent data analysis performed using SPSS software. The findings reveal a significant relationship between the four dimensions of brand identity associated with volleyball and football clubs and the sense of belonging fans experience toward their clubs. Furthermore, this sense of belonging influences fans' attitudes and behavioral intentions regarding the products and services offered by their preferred clubs' sponsors. The study recommends that sports marketing managers and club administrators consider the social interests of fans and facilitate the formation of specialized clubs to foster interaction among supporters. Such initiatives could enhance customer engagement and help achieve marketing objectives. Consequently, it is imperative for managers to develop a nuanced understanding of the relationships and experiences fans share with their favorite teams, enabling the establishment of long-term and sustainable relationships.
 

Keywords

brand identitification
self-definition needs
club membership
sports sponsorship
Consumer Purchase Intention
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Journal of Advances in Para-Sport Science
Volume 3, Issue 4
December 2023
Pages 569-579