The Relationship between Team Social Responsibility and Patronage Intentions Football Premier League Fans: The Moderator Role of Team Identity

This research examines the moderating role of team identity in social responsibility and the intention to support fans of teams in the Iranian Football Premier League. The method of this research is descriptive-correlation and based on the purpose of applied studies. The sampling method was non-probabilistic, voluntary, and available consisting of fans of Premier League clubs. The sample size was estimated using sample power software based on research objectives and finally, 295 people were considered. A structural equation model with partial least squares (PLS) approach was used to analyze the data. Results showed that social responsibility and team identity have a positive and significant effect on the supportive intention of fans; Team identity also modulates the relationship between social responsibility and supportive intent. It is recommended to the management of sports teams to consider the interests of the fans in social issues and issues and to include various plans of social responsibility in their long-term plans