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SPORT SPONSORSHIP SELECTION MODELING OF IRAN’S LEAGUES

By Noushin Banar and Fatemeh Mohades

Abstract

The purpose of this study is modeling of sport sponsorship selection in leagues of Iran. Thestatistical populations consist of sponsors who sponsored 9 sport teams in super leagues whichwere active .134 sponsors were selected as samples. The method which is applied in thisresearch was descriptive and correlative .Researcher – made questionnaire was used to collectdata which its content and face validity was confirmed by 15 experts university panel .Coronbachs Alpha coefficient was used to test the reliability of the questionnaire (a = 0 / 94) .Factor Analysis with a varimax rotation was used to analyze the data. 24 variables were selectedand classified into four categories “Sport nature ;Sponsor nature; Management interests andCulpability degree. Finally ; due to Path analysis; the model of sport sponsorship selection ofIran has been made. Exploratory model indicated that Sponsor nature and Sport nature factorsare independent factors and Capability degree is as a dependent and intermediary factor; alsothe Management interests is as a respond and dependent factor. Sport nature has the most effectto Management interests with (0/52)

Topics: Sport Sponsorship Management, Sport Marketing and Sport Sponsorship Selection, LCC:Medicine (General), LCC:R5-920, LCC:Medicine, LCC:R, DOAJ:Medicine (General), DOAJ:Health Sciences
Publisher: Electronic Physician
Year: 2011
OAI identifier: oai:doaj.org/article:3d41dc068c234a808fa70197eea7cd18
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