Document Type : Research Paper
Authors
1 Ph.D Candidate, Department Sport Management, University of Kurdistan, Kurdistan, Iran.
2 Assistant Professor, Department of Sport Management, University of Yazd, Yazd, Iran.
Abstract
The relationship between fan sports involvement, psychological commitment, attitudinal and behavioral loyalty is an important topic in sports marketing literature. Therefore, the purpose of this study was investigate the effect of sports involvement dimensions on psychological commitment, attitudinal and behavioral loyalty among football fans (Case study: Persepolis team). The research method was descriptive-correlational. The community and the statistical sample of the research comprise members of the Persepolis team's telegram channel. 300 members of the channel were randomly selected. The questionnaire of sports involvement dimensions was used from Kyle et al. (2003), psychological commitment from Funk et al. (2009), attitudinal loyalty from Hier and Dixon (2008) and behavioral loyalty by Bair et al. (2008), Its content was confirmed by experts and their internal consistency through Cronbach's alpha, and structural equation modeling was used to test the assumptions. Findings showed that charm (0.78), centrality (0.66) and self-expression (0.51) had a positive and significant effect on psychological commitment. Also, psychological commitment had a positive and significant effect on attitudinal loyalty with a coefficient of 0.81 and attitude loyalty with a coefficient (0.84) on behavioral loyalty. This research is an attempt to develop academic knowledge in the field of football professional football fans and also emphasizes the importance of theoretical aspects such as sport engagement, psychological commitment, attitudinal and behavioral loyalty from the viewpoint of football audiences, and the attitude of sports and marketing managers in recognizing and prioritizing The nose will help future fans of sports fans, especially football spectator and fans.
Keywords
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