Mehdi yousefi sadeghloo
Abstract
This paper aims to compare the current laws of the European Union (EU) with Iran focusing on the need to respect the sport shows intellectual property (IP). By investigating the EU goals to support the broadcasting and media rights in sport, we compare Iranian law to the EU to determine the necessary ...
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This paper aims to compare the current laws of the European Union (EU) with Iran focusing on the need to respect the sport shows intellectual property (IP). By investigating the EU goals to support the broadcasting and media rights in sport, we compare Iranian law to the EU to determine the necessary changes. The research method of this paper is descriptive-analytical with an applied purpose. Today, sports activities are not only considered as a recreational phenomenon or a show of strength, but also a dynamic system that has high potential for earning profit and spreading sports culture; it also can be a means of improving the physical and mental health of individuals and an efficient and useful mechanism to achieve the goals of governments. Therefore, exclusivism in reporting sports events and distributing advertisements during sporting events can be very effective and useful. Undoubtedly, the important point for businesses, in attracting sports sponsors and investing in that field, is to have the exclusive right to broadcast television and radio to introduce their goods and services during sporting events, so that they can differentiate their brand to other competitors. A comparative study of the EU approach in the field of media and exclusive broadcasting rights reveals that maintaining and improving the material and spiritual quality of sporting events and media productions, considering good faith and fairness of viewers and citizens in media advertising -especially during events Sports-, and protecting the rights of producers of sports content is necessary and inevitable. Therefore, as long as the rights of the rightful owners are not guaranteed by law the capacities of the media, especially in the field of sports, will not flourish.
Amir Hossein Sepehrian; Seyed Morteza Azimzadeh; Mohammad Keshtidar
Abstract
Nowadays, identifying the factors influencing consumer purchase behavior has come at the forefront of corporate attention. Therefore, this study was conducted to investigate the impact of advertising using celebrity athletes on the intention to purchase sports and non-sports goods. This is an applied ...
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Nowadays, identifying the factors influencing consumer purchase behavior has come at the forefront of corporate attention. Therefore, this study was conducted to investigate the impact of advertising using celebrity athletes on the intention to purchase sports and non-sports goods. This is an applied study that employs a quasi-experimental method. This study was conducted as a pre-test and post-test on an available and voluntary sample of 150 sports sciences students of the Ferdowsi University of Mashhad. Data were collected using Zaichkowski’s Standardized Purchase Intention Questionnaire (1985) by SPSS version 23. Descriptive and inferential statistical methods were investigated. The results showed that celebrity athlete endorsement had a significant positive effect on the intention to purchase sports and non-sports goods. However, celebrity athlete endorsement has increased the intention to purchase sports goods significantly more than the intention to purchase non- sports goods. Thus, the use of celebrity athletes in advertising can exert a significant and beneficial influence on the behavior and intention of consumers to purchase sporting and non-sports goods. A celebrity endorser is advised to have the necessary expertise and knowledge about the prodeucts that he/she wants to advertise.
