The Role of Charity Activities of Football Clubs on Team and Organizational Identification and Purchase Intentions

One of the sport clubs’ programs have been engage in charitable activities that had certain social functions in society. So, the purpose of this article was to investigate the role of the charity activities of football clubs on fans team and organizational identification and to investigate the purchase intentions. The aim of this research was applicable and the method was correlation type. The statistical population of the study was the students of University of Kurdistan and the Medical Sciences in Sanandaj City. 250 people who gave positive reply to the question “whether they support their favorite team” were chosen as statistical sample for analysis. The research instrument included a questionnaire based on Lee's research (2009) with the dimensions of team identification, organizational identification, and purchase intention, as well as a researcher-made questionnaire using charitable activities contained on official club sites. Cronbach's alpha and factor analysis were used to evaluate the reliability and credibility of the research instrument. The results showed that charity activities effect on team identification (0.20), organizational identification (0.25) and purchase intentions (0.11). According to the results we are able to say that the football clubs, which help to solve the problems of society, can spread a kind of team and organizational identification among fans. This would enhance the sense of philanthropy in society and the future of the sport clubs.