Modeling the effect of ambush marketing disclosure on the brand equity And social responsibility sports sponsors in the Iranian Football Premier Leaguedasgd

Document Type : Original Article

Authors

1 ph.D.Student in Sport Management.Qazvin Branch. ,Islamic Azad University. Qazvin Iran

2 ph.D. Sport Management.Qazvin Branch. ,Islamic Azad University. Qazvin. Iran

3 Sports Management, Islamic Azad University, Qazvin Branch, Qazvin, Iran

10.30510/psi.2022.303867.2280

Abstract

The main purpose of this study was to modeling the effect of ambush marketing disclosure on the brand equity of sports sponsors in the Iranian Football Premier League.The main orientation of the research is applied and descriptive in nature.Quantitative research method with deductive descriptive approach is a descriptive correlation based on structural equations which has been done by survey.The statistical population of the study was the spectators of the Iranian Football Premier League in 1397.Based on the logical size of the sample required in modeling structural equations, 320 people were considered as a statistical sample. The standard 32-item questionnaire was used.The content validity of the questionnaire was studied and confirmed by calculating the mean of variance extracted in the population and the external evaluation of the model according to Cronbach's alpha coefficients, combined reliability.Structural equation modeling was used to analyze the data. In order to confirm and fit the model, the method of confirmatory factor analysis was used through Spss18 and Lisrel8.5 software.A good fit index of 0.94 indicates a good fit and confirmation of the research model.The results showed that marketing ambush exposed four dimensions of brand equity; Brand identity, brand meaning, brand response and brand relationship have a negative impact.The results showed that marketing ambush exposed the four dimensions of social responsibility; Economic responsibility, legal responsibility, moral responsibility, altruistic responsibility have a negative effect.The two variables of engagement the event and attitudes toward the sponsor modify the relationship and shake it with a more negative effect.

Keywords

Political Sociology of Iran
Volume 5, Issue 12
February 2023
Pages 2647-2668

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