Saheb Daryaei; saeed amirnejad; sajjad ghadami
Abstract
The present study aimed to investigate the role of Instagram bloggers on the intention to buy sports products through mediated attitude towards the brand. This research is applied in terms of purpose and descriptive-correlational in terms of research method. To analyze data from descriptive statistics ...
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The present study aimed to investigate the role of Instagram bloggers on the intention to buy sports products through mediated attitude towards the brand. This research is applied in terms of purpose and descriptive-correlational in terms of research method. To analyze data from descriptive statistics to describe the personal characteristics of the subjects and in inferential statistics, from Kolmogorov-Smirnov test Spearman correlation coefficient, stepwise regression analysis and Sobel test was used in the SPSS software. Findings showed that the role of Instagram bloggers is effective in the intention to buy sports products. So that between the specialty of Blogger with the intention of buying 17%, the lovely personality of Blogger with the intention of buying 22%, between the reliability of Blogger with the intention of buying 40%, the social attractiveness of Blogger with the intention of buying 57% and finally between the personality style of Blogger with the intention of buying There was a 51% positive and significant relationship. Also, the second hypothesis of the obtained results showed that the role of Instagram bloggers through mediating attitude towards the brand can be effective on the intention to buy sports products. organizations that seek to promote and sell more of their sports products can choose one of the effective advertising methods, including the use of popular domestic and foreign sports bloggers by considering the characteristics of bloggers and the mentality of people about them can help them advance their organizational goals.
Volume 4, Issue 1 , December 2016, , Pages 11-20
Abstract
Nowadays, using of sports stars in marketing and advertising of goods is located in strategic marketing programs in many clubs in the world. Sports stars as reference groups according to their specific and unique capabilities could encourage consumers to use the product to be produced. The aim of this ...
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Nowadays, using of sports stars in marketing and advertising of goods is located in strategic marketing programs in many clubs in the world. Sports stars as reference groups according to their specific and unique capabilities could encourage consumers to use the product to be produced. The aim of this study was to investigative the factors of the brand athletic which are effective. The study population included all experts and elite sport management. For this purpose, using snowball sampling 200 individuals participated in this study. Questionnaire was used for research, have ten subscales. Descriptive (frequency, mean and frequency tables) and inferential statistics (Cronbach's alpha, factor analysis and Frydmdn test) were used to analyze the data. The findings showed that exercise expertise is the most important factors in athletes. Other dimensions were as competitive style, sporting character, competitiveness, physical attractiveness, symbols, fitness, and lifestyle and role models .So marketers and brand managers to develop specialist athletes playing sports can benefit athletes and the success of advertising.
Rasoul Azadi; Bahram Yousefi; Hossein Eydi
Volume 2, Issue 2 , March 2015, , Pages 66-75
Zargar Mohammadi; Morteza Rezaei Soufi; Yazdan Sobhani; Saeid Hatami
Volume 1, Issue 1 , December 2013, , Pages 26-33
Abstract
Abstract This study investigates the role of television in creating commitment in football television audience towards sport sponsorship. In this research, five important factors brand’s name awareness, positive image of Sponsor, interest in sponsors, purchase intent and loyalty to thecompany or ...
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Abstract This study investigates the role of television in creating commitment in football television audience towards sport sponsorship. In this research, five important factors brand’s name awareness, positive image of Sponsor, interest in sponsors, purchase intent and loyalty to thecompany or sponsor’s organization, products or services were examined. For this pourpose a questionnaire designed and itsvalidity confirmed by specialists and reliability was calculated by Cronbach's alpha coefficient equal to0.80. The statistical population included all television audiences of popular football teams in the master league and 380 subjects were selected from the audience.Data were analyzed through descriptive and inferential methods such as Binominal Testto survey the effect of sport sponsorship on five mentioned factors among fans. Research results showed, Sport Sponsorship enhance brand’s name awareness, promote a positive image of sponsor, the sponsor’s interestand loyalty of audience to the company, but it doesn't effecton purchase intent of audience. Sponsors should consider that make a commitment in audience is a time consuming process and needs ongoing support that can lead to return of capital ultimately.