The fan behavior model in sport sponsorship


Ferdowsi University of Mashhad


sport sponsorship in the world today is so large industrial ripped billions of dollars invested by companies in the area .Therefore, research in this area is growing rapidly. sport sponsorship researches more to explanation why this phenomenon is discussed and how the research gaps , particularly in sport sponsorship and fans can be seen. The proper relationship between fans and sponsor is important factor in sponsorship effectiveness, so the study will seek to formulate a model that describes sports fan behavior in sponsorship. this study was Application and Descriptive - analytic.The population of fans at sporting events team handball Samenolhojaj financial institution (s ) that have been selected by accessible Sampling (N = 234).The research instrument used Alexandris, Tsaousi Questionnaire( 2012), whose validity was confirmed by experts and its reliability using Cronbach's alpha ( 91/0 ) was confirmed , as well as a conceptual model for the study of structural equation modeling and software Amos was 22 .The results showed that the conceptual model approach in the sample with respect to the fit indices of fit is good. The team Attachment a direct and significant relationship with the sponsor 's image , and also the image of the patron as an intermediate variable showed a significant relationship and direct the customer to purchase intentions .