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Examining the Impact of Key Factors on Esteghlal Tehran Fans' Intention to Attend Matches: A Social Identity Theory Perspective

Ghasemi, Mohammad Hossein | 2024

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 57842 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Alavi, Babak; Saghafian, Marzieh
  7. Abstract:
  8. This study investigated the relationships between team identification and attendance intention in Iranian football matches, specifically examining the impact of constraints on this relationship. The research focused on Esteghlal Football Club, one of Iran's most popular teams, which faces a paradox of having a large fan base (35-40 million supporters) but relatively low stadium attendance rates (below 50% capacity). The study employed a mixed online sampling method (convenience and snowball) with 182 Esteghlal fans who had attended at least one stadium match. Data was collected using three validated questionnaires: team identification (18 items, 6 dimensions), attendance intention (4 items, single dimension), and attendance constraints (20 items, 6 dimensions), all utilizing 7-point Likert scales. The questionnaires underwent translation and back-translation processes and were verified by language experts. Exploratory factor analysis revealed three main dimensions of team identification: Sense of interdependence, public evaluation, and a new dimension we call “proud fan identity”. The study also identified four primary attendance constraints: stadium amenities, parking, costs, and location and viewing experience. Control variables included age, gender, attendance rate, city of residence, income, and education level. Key findings indicated that the sense of interdependence and the “proud fan identity” significantly influenced attendance intention, while public evaluation had no significant impact. Among the constraints, none of them demonstrated a moderating effect on the relationship between team identification and attendance intention. The final model explained about 50% of the variance in attendance intention These findings have important implications for football club management, particularly in terms of developing marketing strategies and strengthening emotional bonds with fans. Results suggest that focusing on identity-based approaches, and more specifically enhancing the sense of interdependence, could be most effective in increasing stadium attendance. This research contributes to understanding the complex dynamics between team identification, attendance constraints, and fan behavioral intention in Iranian football
  9. Keywords:
  10. Sports Marketing ; Fan Behavior ; Iranian Football ; Team Identification ; Attendance Constraints ; Stadium Attendance

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