Evaluating Sport Sponsorship Model among Soccer Fans in Iran

Abstract

In this paper, we investigate the effectiveness of sport sponsorship among soccer fans in Iran. The effects of sport sponsorship through team attachment were evaluated on brand awareness, corporate image, purchase intent and loyalty. Confirmatory factor analysis was conducted to examine goodness of fit of the measurement model for the research constructs, the factor structures and dimensionalities of constructs. Construct validity and reliability of items were also examined. Then, structural equation modeling was conducted to check the hypothesized relationships among constructs. The results show that team attachment is positively related to corporate image, purchase intent and loyalty, but it is not positively related to brand awareness.