Sport Advertising
Hassan Khorsandi; Ehsan Asadollahi; Shahryar Kharazian
Abstract
Sports brands are always looking for effective methods of advertising in the media to control the buying behavior of consumers, so the purpose of this research was to investigate the effect of advertising Characters in social media on the awareness of sports brands with the aim of creating purchase intention ...
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Sports brands are always looking for effective methods of advertising in the media to control the buying behavior of consumers, so the purpose of this research was to investigate the effect of advertising Characters in social media on the awareness of sports brands with the aim of creating purchase intention in consumers.The research method was applied in terms of its nature and purpose, and in terms of the data analysis method, it was descriptive-correlation, and data collection was done in the field.The statistical population of this research includes all consumers of sports brand products in the city of Mashhad in an unlimited number.Data collection was done using a researcher-made questionnaire of advertising characters, a standard questionnaire of brand awareness by Gill et al and a standard questionnaire of purchase intention by Beck and King.After confirming face validity,construct validity and instrument reliability, data analysis was done using descriptive and inferential statistics. The findings showed that advertising characters of human, animal, nature and scenery, objects and machines, plants and fruits have a direct and significant effect on purchase intention through brand awareness, but the advertising character variable of symbolic buildings and structures has a direct and significant effect through brand awareness. It has no meaning on the intention to buy. Using the results of the present research,the marketing and sales officials of sports brands can increase the effectiveness of their advertisements in the media, and get help from advertising personalities in branding and managing their brand to create purchase intention in consumers.
Sport Communication
meysam nahavandy; Mohammad Keshtidar; Ehsan Asadollahi
Abstract
if it is possible to level the paths that have been identified to the degree of success of a manager in leading a club, and determine a suitable platform for advancing the goals of a club, surely the examples of failure and backwardness, frustration and instability in clubs will be minimized and maybe ...
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if it is possible to level the paths that have been identified to the degree of success of a manager in leading a club, and determine a suitable platform for advancing the goals of a club, surely the examples of failure and backwardness, frustration and instability in clubs will be minimized and maybe It is possible to play a significant role in optimizing the financial and spiritual expenses according to the complex situation today. The purpose of this research is to identify and level the indicators of the development of sports and extra-sports relationships of managers with the aim of the success of sports clubs. This research is a contemporary applied research. The data is collected in a mixed manner and its analysis is exploratory. The research community is made up of experts and experts in the field of sports communication. The collection of interviews continued until theoretical saturation was reached and finally 12 interviews were conducted. In order to identify the indicators, interview coding method was used using the grounded theory method. In order to level the identified indicators, the interpretation structure modeling method was used and the position of each component was determined. Based on this, 119 items were identified, which were placed in 12 components and 5 levels. According to the findings in the sports factors section, it is one of the factors of youth development and academic support.
Ehsan Asadollahi; Farshad Tojari; Ali Zarei
Volume 4, Issue 3 , May 2017, , Pages 15-25
Abstract
Introduction: The economic environment and business, advertising in sport and through sport is one of the ways That most companies to introduce their products and expand their market to it. The aim of this study was to compare the effect of media relations and promotional brand identity and commitment ...
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Introduction: The economic environment and business, advertising in sport and through sport is one of the ways That most companies to introduce their products and expand their market to it. The aim of this study was to compare the effect of media relations and promotional brand identity and commitment to transfer Sports From the perspective of sports consumers and provide practical model for using media ads. Methodology: This study on the nature and purpose and in terms of descriptive and correlational and in terms of searching for data. Sample size was 500 people were randomly selected for answer to questionnaire promotional media due to the transfer of brand identity and the sport commitment done. The reliability test using Cronbach's alpha was 92/0. In order to analyze the data, descriptive statistics and inferential statistics and also for the calculation and data processing software packages Spss and LISREL were used. Results: The study findings also showed the emergence of structural equation promotional and advertising media to convey brand identity and sport commitment from the perspective of sports consumers a significant effect. Conclusion: According to the results, it can be said that managers, marketers and planners of advertising companies, organizations and clubs and sporting goods Service Provider Use of the effectiveness of each advertising media advocacy and provide an integrated program of The media and to inform, remind and convince consumers can And repeated increase consumer participation through the transfer of brand identity or brand and achieve their advertising goals.