the impact of sport clubs reputation on changing of fans behaviour with social marketing approach

Social marketing is defined as applying the marketing tools to achieve desired social targets. In other words، social marketing includes using commercial methods to increase a given group''s ability to admit a belief or an action. In this article the effect of sport clubs reputation on their fans behavior was studied. Using SEM method، the results demonstrate that the two organizational characteristics including general reputatin and perceived responsibility as well as the two social marketing characteristics including perceived effort and perceived influence، are effective independent variables on environmental reputation. Also the results present that environmental reputation has a significant influence on professional environmental behavior of fans including permanent behavior and improving it in each match. Furthermore according to current study we can conclude that the more sport clubs try the more social behavior improves.