Volume 10, Issue 20 (11-2020)                   JRSM 2020, 10(20): 17-30 | Back to browse issues page

XML Persian Abstract Print

Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Kurdlo H, Elahi A, Khodayari A. The Relationship of Individuals’ Attitude toward Advertising Through Sports with Their Beliefs: A Study of Football Spectators. JRSM 2020; 10 (20) :17-30
URL: http://jrsm.khu.ac.ir/article-1-3072-en.html
1- University of Mohaghegh Ardabili
2- Kharazmi University
3- Islamic Azad University, Karaj Branch
Abstract:   (3620 Views)
The purpose of this research is to predict the individual's attitude through their beliefs about advertising by using sports. This research is practical and is of the correlation method which was carried out as a field study. The statistical population was the spectators present at Azadi Stadium and according to the content of Cochran sample, 342 of the spectators were randomly chosen and filled in the questionnaire of advertising through sport called pyun (2006). The result of the regression analysis revealed that all the components of belief including the product information, social role and image, pleasure, annoying, good for economy, materialism and falsity had the capability of predicting the individual's attitude toward advertising through sport. The component good for economy had the most effect and materialism had the least effect on the individual's attitude toward advertising through sports. According these results, it is we essential pay attention to the quality and price of the predicts. On the other hand, we should use the advertising which are according to the culture of each in order to be more effective and attract the individual's attitude toward advertising through sports.
Full-Text [PDF 1361 kb]   (1257 Downloads)    
Type of Study: Applicable | Subject: sport management
Received: 2014/01/1 | Accepted: 2014/07/3 | Published: 2020/11/30

1. 1. Khodadad HH, Roosta A, Khalili SV. Advertising (Theoretical and practice approach). Tehran. Negah danesh; 2018. (in Persian).
2. Nikzad F, Ardakani S, Tabatabaei NM. Analytical comparison of Technology Acceptance Model and theory of reasoned action about mobile advertising acceptance. Journal of New Marketing Research. 2014; 3(4): 181-196.
3. Sjjadi SN, Omidi AR, Zare GH. the relationship between the use of sports images in advertisement and the consumer's behavior. Harakat. 2008; 34(34): 83-93.
4. Burns K S. Attitude toward the Online Advertising Format: a Reexamination of the Attitude toward the Model in an Online Advertising Context, the Florida State University; 2003. 180p.
5. Fathi H. Sport and Advertising. Tehran. Amir Kabir. 2018. (in persain).
6. Eagly AH, Chaiken S. Attitude structure and function. In D. T. Gilbert, S. T. Fiske & G. Lindzey (Eds.), the handbook of social psychology .New York: McGraw-Hill. 1998.
7. Atkinson RC, Atkinson RL, Smith EE, Bem DJ, Nolen-Hoeksema S. Atkinson & Hilgard's Introduction to Psychology. Tehran. Roshd. 2018. (in Persian).
8. Fazio RH. Attitudes as object-evaluation associations of varying strength, Social Cognition. 2007;25(5): 603-37. [DOI:10.1521/soco.2007.25.5.603]
9. Fishbein M. A consideration of beliefs, and their role in attitude measurement. In M. Fishbein (Ed.), Readings in attitude theory and measurement. New York: John Wiley & Sons, Inc. 1967. 470p.
10. Keshmiri N, Elahi A R, Akbari Y H. Effectiveness of Through Sport Advertisement of MTN Irancell in Iran's Professional Football League Based on the AIDA Model. Sport Management Studies, 2017; 9(43): 39-60. (in Persian).
11. Pyun DY, James JD. A proposed relationship between beliefs about and attitude toward advertising through sport, International Journal of Sport Management. 2010; 11(4): 609-627.
12. Bauer RA. Greyser SA. Advertising in America: The consumer view, Boston: Harvard University Press. 1968. 250p.
13. Pyun DY.The Proposed Model of Attitude toward Advertising through Sport, the Florida State University. 2006. 280p.
14. Chittithaworn Ch, Islam Md A, Thooksoon O. Belief Dimensions and Viewer's Attitude towards TV Advertising in Thailand , International Journal of Marketing Studies. 2011; 3(1): 95-102. [DOI:10.5539/ijms.v3n1p95]
15. Muratovic A, Bjelica D, Popovic S. Examining belifs and Attitudes toward Advertising through sport among Montenegrin consumers. Physical Education and Sport, 2014; 21(2):95-104.
16. Shekari A, Mousavi N, Gholami A. Designing the Attitude toward Advertising Model through Mobile Social Networks, Journal of System Management, 2020: 1; 79-98.
17. Pyun DY, kwon HH, Chon TJ, Han JW. How does advertising through sport work? Evidence from college students in Singapore, European Sport Management Quarterly. 2012; 12(1): 43-63. [DOI:10.1080/16184742.2011.637172]
18. Popovic S, Beliefs about the Influence on Attitudes of Turkish University Students toward Advertising through Sport, Sport Mont 17 (2019) 2: 9-15. [DOI:10.26773/smj.190602]
19. Molnar S, Masanovic B, Bjelica D. Attitudes of Consumers from University of Novi Sad toward Advertising through Sport among the Frequency of Watching Sports Events, J. Anthr. Sport Phys. Educ. 2 (2018) 3: 9-14 [DOI:10.26773/jaspe.180702]
20. Behnam M, Tousi T. An Analysis of Relationship between Arousal, Pleasure, Attitude toward Advertisements, Consumers' Future Intention in Sport Service (University of Tehrans' students case study). Applied Research of Sport Managemen. 2014; 2(3): 47-60.
21. Kordloo H. Belief's and Attitude of Irannian Football Premier Leaque's Spectators toward Advertising through Sport. University of Kharazmi; 2012. 171p. (in Persian).
22. Kwan PY, Eze UC. The influence of quality, marketing and knowledge capabilities on business competitiveness. International Journal on Innovation and Learning. 2012; 11(3): 288-307. [DOI:10.1504/IJIL.2012.046067]
23. Wang Y,Sun Sh, Lei, W, Toncar M. Examining beliefs and attitudes toward online advertising among Chinese consumers, Direct Marketing: an International Journal. 2009; 3(1): 52-66. [DOI:10.1108/17505930910945732]
24. Masanovic, B. Attitudes of consumers from Autonomous Province of Vojvodina toward advertising through sport in relation with the frequen‌cy of watching sports events. Sport Mont. 2018; 16(3): 91-96. [DOI:10.26773/smj.181016]
25. Pyun DY, James JD. Enhancing advertising communications: Developing a model of beliefs about advertising through sport, International Journal of Sport Communication. 2009; 2: 1-20. [DOI:10.1123/ijsc.2.1.1]
26. Pyun DY, James JD, Kwon R. A reexamination of the factor structure of beliefs about advertising through sport: A Singapoore case, In Proceedings of the 6th Annual Conference of the Sport marketing Association, Australia. 2008.
27. Alwitt LF, Prabhaker PR. Functional and beliefs dimensions of attitudes to television advertising: Implications for copytesting, Journal of Advertising Research. 1992; 32(5): 30-42.
28. Eze UC, Lee CH. Consumers' Attitude towards Advertising. International Journal of Business and Management. 2012; 7(13): 94-108. [DOI:10.5539/ijbm.v7n13p94]
29. Bennett G, Ferreira M, Tsuji Y. Analyzing the effects of advertising type and antecedent on attitude towards advertising in sport, International Journal of Sport Marketing& Sponsorship. 2006; 8(1):56- 75. [DOI:10.1108/IJSMS-08-01-2006-B008]
30. Van heerden N, Kuiper A, Saar MH. Investigating sport celebrity endorsement and sport event sponsorship as promotional cues, South African Journal for Research in Sport, Physical Education and Recreation. 2008; 30(2): 147-165. [DOI:10.4314/sajrs.v30i2.25996]

Add your comments about this article : Your username or Email:

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2024 CC BY-NC 4.0 | Research in Sport Management and Motor Behavior

Designed & Developed by : Yektaweb