Introduction: In this study, the purpose of this study is to determine the effect of social responsibility of Gol Gohar Sirjan club on the brand preference of its fans, and also the effect of these variables with the mediating role of perceived quality on the brand preference of Gol Gohar club fans.
Research method: In terms of the purpose, the current research is in the category of applied research, and in terms of the nature of the descriptive research, it was a correlation type with a structural equation approach, which was conducted in a field form in terms of the method of data collection. They have formed a family. The non-random sampling method has been made available to the fans voluntarily and the data collection tool was a questionnaire. Social responsibility questionnaire from Turker's research questionnaire (2009) and brand preference questionnaire from Matthew Liu's questionnaire (2014) and perceived quality from Garcia Friends et al.'s questionnaire (2017). According to Morgan's table, the sample size is 379 questionnaires, of which 400 questionnaires were examined. To analyze the inferential data and test the research hypotheses from Cronbach's alpha statistical models to determine the reliability of the questionnaires, to check the normality of the data distribution from the skewness and kurtosis values, to check the relationship between the variables using the Pearson correlation test and the path analysis model using SPSS version 24 software. accepted. The analysis of the collected data was done using structural equation modeling with the help of Amos 24 software. The significance level in all tests is α=0.05. In addition to that, in order to describe the characteristics of the company's social responsibility performance dimensions in the descriptive statistics section of indicators such as; Frequency, percentage, standard deviation, mean, minimum score and maximum score were used.
Results: The results of this research show that the implementation of social responsibility programs, which are divided into three organizational parts, include social responsibility related to the community, social responsibility related to the beneficiaries, and social responsibility related to the environment, both directly and through the mediating variable. Perceived quality affects the brand preference of Gol Gohar Sirjan club fans and the opinion of the fans was different in terms of demographic characteristics such as age, education, gender, marital status and occupation.
Conclusion: Therefore, in order to properly manage the brand and improve the brand preference of the club from the point of view of customers, considering this framework as a factor in the success of adopting strategies and as general instructions to identify the best strategies and plans and adopt It is policies.