Focus of cause-related marketing efforts in the sports industry is related to the intangible nature of sport Business and the high degree of fanschr('39') willingness to charity programs. The purpose of this study is to investigate the role of sport fanschr('39') attitude in cause-related sport marketing. Survey of this study was the members of the Supporterschr('39') Association of Persepolischr('39')s and Esteghlalchr('39')s clubs. And the questioner is sent them through Social Networks. In this study, simple random sampling was used and since the Statistical Society in this study was unlimited, Cochran formula was used to estimate the sample size. To analyze the data, structural equation method with Partial Least Squares (PLS) approach is used. Based on the results, both fans attitude toward cause-related sport marketing and fans attitude toward sport team has a   positive and significant effect on purchase intention of sport product and re-attention intention. According to the finding, when fans have a positive attitude toward the team and sport charity program, cause/brand fit lead to purchase intention and re-attention intention.

Nowadays, social responsibility is not limited to specific organization, and clubs and sports teams have included various forms of social responsibility in their goals and are involved in their implementation. The purpose of this study was to investigate the effect of club social responsibility on the supportive behavior of the brand of football fans with the mediating role of attitude: The moderator role was empathy. The method of the present study was descriptive-survey and was applied studies according to the purpose. In the present study, Persepolis Club as the study club and the statistical population of the present study consisted of all fans of Persepolis Club.360 people were selected as the research sample and the available sampling method was used. Galbraith (2010) questionnaire was used to evaluate social responsibility, Zhi et al. (2019) questionnaire was used to support brand behaviors, and Zhi et al. (2019) questionnaire was used to measure attitude and empathy variables.To review and analyze of the data, descriptive and inferential statistics were used using the construction equation model, which used SPSS 25 and Smart PLS 3.2.9 software for experiments and analysis. The results showed that social responsibility had an effect on brand support behaviors and fan attitudes, also,the attitude of the fans on the supportive behaviors of the brand was influential and the mediating role of the fans' attitude regarding the impact of social responsibility on the supportive behaviors was confirmed. Finally, empathy plays a moderating role between the impacts of club social responsibility on fan supportive behaviors.

The purpose of this study was designing a sports fans Model with a social network approach in the Premier Football League. The research method is qualitative with a systematic analysis approach.The statistical population included all managers, board members and experts of sports clubs and presidents of clubs' Premier League football clubs and library resources.A statistical sample of a sufficient number based on theoretical saturation was purposefully sampled and available (21 people). Research tools included systematic library study and semi-structured interviews. The validity of the instrument was assessed using qualitative validation methods (content validity, kappa coefficient).Coding and conceptual framing methods were used to analyze the findings.The proposed analytical framework includes four sections: emotion management, fan attitude, fan ownership, and consequences. Emotion management includes four dimensions of pleasure, affection, positive surprise and dissatisfaction.The attitude and ownership of the fans also included the views of the fans and the stakeholders. The third part included cognitive and social changes.The financial dimensions, identity building, fan system development, fan satisfaction, and fan loyalty were as consequences of managing sports fans with a social networking approach.According to the research results, the analysis of the dimensions of emotion to consequence management in the fan management system with a social network approach has a process nature.Accordingly, analysis, planning and strategic measures for the development of the advocacy system with the approach of social networks should pay special attention to the process nature of this sector, the determining factors in each sector and the relationships between them.

Throughout its history، soccer has been faced with violent and aggressive behavior of fans، and such behavior have been one of the most serious and important issues in this sport. NAJA، as one of the pillars in managing crowd behavior، play an important role in reducing aggression and emotion between fans in the stadium. The main purpose of this research is awareness of NAJA performance in control and navigation the emotions of fans to a safe and controlled routes. In addition، the research tries to analysis factors affecting verbal and behavioral aggression and violence in stadiums. Questionnaire، field observations among 300 spectators of Damash and Malavan football teams been used for data collection. According to the measurement levels of research variables، relevant statistical tests، such as analysis of variance، Pearson Correlation test، and Fridman test have been used for data analysis. According to the findings of a survey research on a sample of 300 soccer fans between two Iranian soccer teams - Damash and Malavan-، it concluded that In most cases، fans'' attitudes toward police performance is satisfactory. Furthermore، there is significant relationship between athletic identities، team''s identity، age، socio-economic status، contact with fan club، peer group، satisfaction from stadium facilities، and NAJA performance with fans aggression

Brand is the most iconic aspect of the sports industry and The fans are the largest consumer of sports brands. Therefore, the focus on the fans loyalty in sports, especially football, is a concern for many sports club managers. Therefore, the main purpose of this study was, Designing of SEM Model of fans loyalty in iran football premier League Based on service brand dimensions. The statistical population formed fans loyalty of Iran football premier League. For this purpose, 384 fans selected as sample Purposefully available. To collect data, the service brand loyalty questionnaire of Krystallis and Chrysochou (2014) was used. The validity and reliability of it were confirmed. The data analysis method was using multivariate regression and structural equations. The result showed brand hearsay on brand evidence and brand attitude, brand attitude on satisfaction, satisfaction on brand attitude and brand attitude on fans loyalty had a positive significant impact. Also, the effect of brand hearsay on satisfaction and brand evidence on brand attitude was not significant. But all the variables directly and indirectly affected on fans loyalty. It is also observed that brand attitude has the most impact on the fans loyalty. Therefore, club managers are recommended to attract and retain fans by relying on their assets and opportunities and benefit from the advantages of loyal fans, including earning and Confronting competitors.

The purpose of this study was to The Study of Fans' Involvement Consequences to Selected Clubs' Sponsors of Iran Soccer Premier League. The research method was applied in a descriptive-correlational field. The statistical population included all fans of three popular teams from the Iranian Premier League (n=422). The sampling method was simple random research. in order to collect information, a questionnaire used by Kyle et al. (2003) and Alexanders et al. (2012) was used, after confirming its factual validity by 7 faculty members, the reliability of involvement, Purchase intention, Attitudes towards Sponsors and Sponsors Image with Cronbach’s alpha test were calculated 0/91, 0/85, 0/71 and 0/76 respectively.SPSS 20 and Smart PLS 3 software were used for data analysis. The results showed that fans involvement of football clubs involvement with a sponsor image have a significant relationship (t-value= 11/17) also fans involvement of football clubs involvement with a Attitudes towards Sponsors have a significant relationship(t-value= 4/67), but The involvement of fans of football clubs in a small amount leads to the purchase of sponsors and does not have a meaningful relationship(t-value =1/03) also The sponsor image has a meaningful relationship with the attitude toward the sponsor(t-value =7/46) and the sponsor image has a meaningful relationship with the purchase intention(t-value =10/68). As a result, the most important dimension of participation is attractiveness, and the participation of fans leads to the purchase intention through the variables of attitude towards the sponsor and the image of the sponsor.

The purpose of this study was determined the role of social responsibility in attitude of fans toward team in Iran football. The research method was descriptive - correlation. The statistical population of the study included all fans over 18 years old in the Premier League in 2015/16 season. Sample size based on factor analysis, 2 to 10-fold of the items was selected and finally, 640 questionnaires were analyzed. To analyze of conceptual model the data collected through four questionnaires of social responsibility (Montazeri and et al, 2017), team image (Chun, 2008), attitudinal loyalty (Gladden and Funk, 2001), and team identification (Heere and et al, 2011), after obtained the validity (face, content, and structure). To calculate reliability Cronbach’s alpha was used, and to analyze the data, structural equation modeling was used. The structural equation model showed that, overall indices of structural model were in good condition, thus, it was concluded that social responsibility in football had a positive and effective role on attitudes of fans. In addition, indirect effect of social responsibility in fans’ loyalty was significant, and meantime, the team image and team identification played the mediator role. Thus, social responsibility has positive direct and indirect effect on the mind and attitudes of fans. Therefore, it is recommended to manager of sport teams to consider the fans’ interest in social issues and various social responsibility initiatives putted in their long-term plans.

The purpose of this study was to investigate the role of negative news about the attitude of fans towards the players and Persepolis football team. The statistical population of the study was all students of Persepolis football team in Kurdistan University. A sample of 200 people was selected and simple random sampling method was used for data collection. The research method was semi experimental and factorial design was 2 * 2 * 2. A questionnaire was used to measure identity and attitude towards Persepolis team. The questions from the questionnaire were from previous research questions, and only changes in the scale of the measurements of some of the components were given. Descriptive statistics (frequency, percentage, mean, standard deviation) and inferential (independent t-test, one way covariance analysis) were used to analyze the data. The research findings showed that unpopular negative news about negative deficiencies led to a more negative attitude toward fans and the Persepolis team. Also, the negative attitude to the Persepolis players and players in high and low identity fans is different in the negative news of the incompetence related and unrelated to sport, but is not the same in the negative immoral news of related and unrelated negative news. The Persepolis club can prevent the development of immoral and incompetence issues by controlling and monitoring the well-known players in the team. By preventing the publication of false and negative news from other news sources, it prevents fans from developing a negative attitude toward the team.

Today, social capital is one of the subjects that has attracted the attention of sports researchers. Fans are one of the most important elements of social capital for sport's marketers. One of the strategies that marketers use to attract more fans is the nostalgia marketing approach. The purpose of this study was to investigate the role of nostalgia components in the behavior of supporters as elements of social capital. The method of this research is descriptive. to create a sense of consumer nostalgia, a film about personal and football life of Ali Parvin(nostalgic character) was developed. Due to the focus of the article on vicarious nostalgia, the data of this research was collected by. The results of the data analysis through path analysis indicated that Evoked nostalgia on the attitude and loyalty of the supporters and the nostalgic proneness on the attitude and emotional feelings of the fans are not effective. Also, the most direct effect on fan's behavior was about their loyalty and the most indirect effect on fan's behavior was the feelings of supporters. The influence of the research variables on fan's behaviors were as follows: fans' emotions, loyalty, evoked nostalgia Familiarity with Nostalgic Items and Nostalgic Proneness

In the marketing of professional sport clubs, loyal fans are a source of income and the main component of success of sport clubs. So, this study aimed at examining brand association model from viewpoints of fans of Iran football premier league (11th league). The study was descriptive – survey and an applied research. The study population consisted of fans of Iran football premier league. 617 fans filled out a brand association questionnaire. Structural Equation Modeling was used to analyze the data. The findings showed that three dimensions of brand association influenced fan's brand loyalty; 'attitudes of brand association' was the most effective dimension. 'Benefit's and 'attribute's dimensions were placed in the second and third ranks respectively. In addition, strong interactional effects among the three dimensions of brand association were observed in the obtained model.