Mohammad Soltan Hosseini; Leili Khavari Khorasani; Mojtaba Ghasemi Siani
Abstract
The purpose of the present study was to investigated the impact of different types of unfavorable news (negative value-related news and negative performance-related news) on brand hate of sports products. The present study was practical. The statistical population of the study consisted of all users ...
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The purpose of the present study was to investigated the impact of different types of unfavorable news (negative value-related news and negative performance-related news) on brand hate of sports products. The present study was practical. The statistical population of the study consisted of all users of sport products at University of Kurdistan, that statistical sample of 550 people was selected. In order to compare the two types of undesirable news, the research sample was divided into two groups. Simple random sampling method was used for data collection. Questionnaire was used to measure research variables and descriptive (frequency, percentage, mean) and inferential (path analysis) methods were used for data analysis. The results showed that both types of unfavorable (negative) news influenced on the brand hate of sports products, but negative value-related news had a stronger effect. The results also indicated that in both groups, brand hate had a positive and significant effect on all three behavioral outcomes (Brand Avoidance, Negative WOM and Brand Retaliation). Accordingly, it is suggested that corporate executives be sensitive to the news of their products and their company in the media. And prevent the dissemination of undesirable news (especially value-related news) which in most cases may also be false or rumored.
Mojtaba Ghasemi Siani; Leili Khavary Khorasani
Abstract
The relationship between fan sports involvement, psychological commitment, attitudinal and behavioral loyalty is an important topic in sports marketing literature. Therefore, the purpose of this study was investigate the effect of sports involvement dimensions on psychological commitment, attitudinal ...
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The relationship between fan sports involvement, psychological commitment, attitudinal and behavioral loyalty is an important topic in sports marketing literature. Therefore, the purpose of this study was investigate the effect of sports involvement dimensions on psychological commitment, attitudinal and behavioral loyalty among football fans (Case study: Persepolis team). The research method was descriptive-correlational. The community and the statistical sample of the research comprise members of the Persepolis team's telegram channel. 300 members of the channel were randomly selected. The questionnaire of sports involvement dimensions was used from Kyle et al. (2003), psychological commitment from Funk et al. (2009), attitudinal loyalty from Hier and Dixon (2008) and behavioral loyalty by Bair et al. (2008), Its content was confirmed by experts and their internal consistency through Cronbach's alpha, and structural equation modeling was used to test the assumptions. Findings showed that charm (0.78), centrality (0.66) and self-expression (0.51) had a positive and significant effect on psychological commitment. Also, psychological commitment had a positive and significant effect on attitudinal loyalty with a coefficient of 0.81 and attitude loyalty with a coefficient (0.84) on behavioral loyalty. This research is an attempt to develop academic knowledge in the field of football professional football fans and also emphasizes the importance of theoretical aspects such as sport engagement, psychological commitment, attitudinal and behavioral loyalty from the viewpoint of football audiences, and the attitude of sports and marketing managers in recognizing and prioritizing The nose will help future fans of sports fans, especially football spectator and fans.