GV455 : The impact of corporate social responsibility on sports club fan loyalty with the mediating role of satisfaction
Thesis > Central Library of Shahrood University > Physical Education > MSc > 2026
Authors:
[Author], Reza Andam[Supervisor], [Advisor]
Abstarct: The present study aimed to examine the effect of social responsibility on the loyalty of sports club fans with the mediating role of satisfaction. The research was applied in terms of purpose and followed a descxriptive-correlational design with a cross-sectional approach. The statistical population included season ticket holders of two football clubs, Al-Shorta and Duhok, in Iraq, from which 165 participants were selected as the sample using a convenience sampling method. The required data were collected using standardized questionnaires of social responsibility (Galbreath, 2010), satisfaction (Oliver, 1993), and fan loyalty (Cristalis & Chrysochou, 2012). The validity of the instruments was confirmed by experts, and their reliability was reported at an acceptable level using Cronbach’s alpha and composite reliability. Data analysis was conducted using structural equation modeling with the partial least squares approach (Smart-PLS) and SPSS software. The findings indicated that social responsibility has a positive and significant effect on both satisfaction and fan loyalty. However, satisfaction did not have a significant direct effect on fan loyalty, and its mediating role was not supported. Overall, the results suggest that social responsibility plays a key direct role in enhancing fan loyalty, while this effect is not strengthened through satisfaction. Accordingly, sports clubs should go beyond focusing solely on fan satisfaction and place greater emphasis on developing social responsibility strategies and establishing direct emotional and identity-baxsed connections with fans in order to enhance their loyalty.
Keywords:
#Perceived Satisfaction #Attitudinal Loyalty #Behavioral Loyalty #Psychological Satisfaction #Fan Commitment Keeping place: Central Library of Shahrood University
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