Factors influencing gratitude in sponsorship and its relationship with sport fans purchase intention

The aim of the current study is to investigate the factors influencing gratitude in sponsorship and its relationship with sport fans purchase intention in Tehran Esteghlal club which have been evaluate by 5 hypotheses. From strategy point of view, it is considered as a descriptive method,and fromconduction point of view it is viewed as a measurable method. As well, from applicability point of view it is based on free data gathering. The participants included 20000 subjects from 18 to 80 years old average. The consumers and sport fans of Esteghlal team were studied with the effective sampling of 400 subjects. The measuring tool was a standardized questionnaire. The Lisrel software, descriptive and inferentialstatistics, and KS test were used to analyze data in parallel with complementary analysis, causative relationship and modeling in structural equilibrium in a %95 meaningful and %05 error levels respectively. The reliability of the questionnaire in the present study was %986. The questionnaire used in the present study was highly valuable and its validity has been verified by fifteen sport management authorities and instructors. The resultsshowed that there was a meaningful and positive relationship between the Esteghlal club fans understanding true and candid intention respect, investment and value on their gratitude from financial sponsorships.As well, the results show that there is a positive and meaningful relationship between gratitude of the fans from financial sponsorships on the intention of buying their products. The findings of hypothesis 5 show that purchase intention has been positively and meaningfully influenced by the direct effect of the intentions, investment and value.