The Relationship Between Fans Team Attachment, Brand Image, Purchase Intention and Word of Mouth Comunication of Sponsor's Product

The purpose of present research was to investigate the antecedent(Sport activity involvement and team attachement) and outcomes(brand image, purchase intention and word of mouth comunication) of sponsorship. In line with the studies conducted on sport marketing, the moderating role of Fit on the relationship between team attatchment and the results of team sponsorship have been investigated. In order to investigate the variables specified in the study, a questionnaire has beendesigned and distributed among 384 fans of Mahram basketball team. The findings supported the premise that highly attached fans are more likely to develop positive image for their team sponsor, exhibit higher intentions for purchasing and recommending the sponsor’s products. in addition, Sport attraction for individuals had a positive effect on team attatchment but the centrality of sport in the person` s life had not a significant effect on formation of team attachment. Furthermore, The Fit between sposor and sponsored team had a positive moderating role on the relationship between team attatchment, brand image and purchase intention. But this relationship was not confirmed between team attatchment abd word of mouth.