Explaining the Consequences of Human Brand Personality Appeal in Sports TV Programs(Case Study: Navad TV Program)

Document Type : Research Paper

Authors

1 Assistant Professor in Business Management, Hormozgan University, Bandar Abbas

2 M. A. in Business Management, Islamic Azad University, Bandar abbas

3 M. A. in Strategic Management, Tarbiat Modares University, Tehran

Abstract

The Purpose of this paper is to investigate the consequences of brand personality appeal (BPA) in the sports program (90 TVprogram). After the literature review and inline with the previous researches, thetheoretical framework was presented and tested. This research used convenience sampling as a sampling method. The reliability of the questionnaire was 0.876 using Cronbach's alpha coefficient.Hypotheses were tested by confirmatory factor analysis (CFA) and structural equation modeling (SEM) using Amos 24 software.The results indicate that advertising appeal has positive impact on brand personality appeal. Brand personality appeal also has positive impact on relationship quality, brand loyalty, and brand attachment. Relationship quality and brand loyalty also have positive impact on word of mouth. Attachment to the brand has positive impact on relationship quality and brand loyalty.

Keywords

References

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History

  • Receive Date: 28 October 2019
  • Revise Date: 15 December 2019
  • Accept Date: 21 January 2020

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