an investigation of the effect of sport clubs reputation on fans' behavior changing with a social marketing approach

social marketing is defined as applying marketing tools to achievedesired social targets. in other words, social marketing is the usage ofcommercial methods to increase a target group's ability to admit a belief oran action. in this article, the effect of sport clubs reputation and name on animprovement and a change in their fans' behavior was studied. using semmethod, the results demonstrated that the two organizational characteristicsincluding general reputation and perceived responsibility as well as the twosocial responsibility characteristics including perceived effort and perceivedinfluence were independent variables influencing environmental reputation.also, the results presented that environmental reputation had a significanteffect on professional environmental behavior of fans including permanentimprovement in behavior and an improvement of their behavior in eachmatch. furthermore, according to the current results, the more sport clubs tryto increase their environmental and social reputation, the more effectivetools they are to improve social behavior.