Communication Management in Sport Media

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Investigating the Mediating Role of Attitude towards Advertising and Brand in the Relationship between Animated Advertising and Real Personalities in Attracting and Intending to Purchase Sports Goods Consumers

Document Type : Research Paper

Authors

1 Ph.D. Student in Sports Management, Faculty of Humanities, Islamic Azad University, Hamedan, Iran.

2 Assistant Professor in Sports Management, Faculty of Humanities, Islamic Azad University, Hamedan, Iran.

Abstract

Nowadays, companies are placing a strong emphasis on understanding the factors that influence consumer buying behavior. In pursuit of this objective, managers of organizations are giving special attention to attitudes. This study aimed to investigate the impact of attitudes towards advertising and brand by comparing animated advertising with advertising featuring real characters on consumer attraction and purchase intention. The study employed a descriptive-correlational design and had an applied purpose. The statistical population of the study consisted of 300 physical education students from universities in Hamedan City. The results indicated that attitudes towards advertising mediated the impact of advertising, whether featuring real characters or animated ones, on consumer attraction, but not on purchase intention. Similarly, attitudes towards the brand did not mediate the effect of advertising, whether featuring real characters or animated ones, on purchase intention and consumer attraction. Given the increasing importance and prevalence of this type of advertising worldwide, companies should endeavor to cultivate a positive attitude towards these advertising methods and brands in the minds of consumers to enhance consumer attraction and purchase intention.

Keywords

Main Subjects

References
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Communication Management in Sport Media
Volume 11, Issue 2 - Serial Number 42
January 2023
Pages 130-145
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History
  • Receive Date: 17 May 2022
  • Revise Date: 13 July 2022
  • Accept Date: 29 July 2022
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