衡量足球迷的消费意向:企业社会责任、品牌信誉和品牌资产的作用

Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou, Maizaitulaidawati Md Husin
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引用次数: 0

摘要

目的本研究旨在通过研究社会责任、品牌可信度和球队品牌资产对职业足球队赞助意向的影响,找出影响球迷支持其喜爱球队的关键因素。研究结果研究结果表明,企业社会责任(CSR)能够影响品牌资产、品牌可信度和购买意向。而且,品牌资产和品牌可信度与顾客意向呈正相关。研究结果为运动队/俱乐部管理者提供了宝贵的见解,他们可以通过投资企业社会责任、提高品牌可信度和品牌资产来吸引新粉丝、留住现有粉丝。原创性/价值本研究通过实证研究强调了遵守企业社会责任的关键作用以及品牌可信度和公平性对提高足球队球迷的光顾意向的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity

Purpose

The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.

Design/methodology/approach

An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

Findings

The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.

Practical implications

The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.

Originality/value

This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

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