The role of fans attachment and loyalty to team in purchase intention of sponsor products

The aim of present study was the investigation of relationship between attachment and attitudinal loyalty to team in the purchase intention of sponsor products. Also, the impact of purchase intention in the word of mouth had examined. The statistical population of study were all fans of Perspolis team that at least one time watched the team plays in stadium in the 2016-2017 season, and sample size was determined 420. The research data were collected by use of questionnaire that was taken of previous research. To analyze the data, descriptive and inferential statistics (CFA, SEM) was used. The findings showed that all paths were significant, except path of attitudinal loyalty to behavior loyalty and behavior loyalty to purchase intention. Thus, according to results, behavior loyalty, cannot act as a mediator in the relationship between attitudinal loyalty and purchase intention. The Teams managers can increase purchase intention and word of mouth in the fans, by increase attachment and attitudinal loyalty of fans to their teams.