The Impact of Experiential Marketing Dimension on Behavioral Intentions The Student Fans of Iranian Football Premier League

Today, the fans are one of the most important factors affecting the success of sports clubs. It seems necessary to consider the behavioral Intentionsof fans and determine the factors affecting their behavioral tendencies. However, this study aimed to determine the experiential marketing dimensions affecting behavioral Intentionsof fans. This was descriptive-correlation survey study. The population consisted of all students who were the fans of Iran’s Football League clubs. the sample was selected from among students who were the fans of Iran’s Premier League teams at Tehran University; 388 students answered the questionnaires. The Rezaei et al.’s Experiential Marketing Questionnaire (2015) and Yoshida and James’s Behavioral Tendencies Questionnaire (2010) were used as research tools. Using SMARTPLS3 software, the descriptive statistics and structural least squares equation method were used to analyze the data. The findings showed that the Relate experience was the most important dimension affecting the behavioral Intentionsof football fans; then, the cognitive and functional experience influenced the behavioral Intentionsof fans. The perceptual and sense experience had no significant effect on behavioral Intentionsof fans. Based on findings, it was recommended to football club managers and sports marketers to consider solidarity, cognitive, and functional experience of fans in order to increase their behavioral Intentions.