Showing 7 results for Advertising
Volume 4, Issue 8 (12-2014)
Abstract
The purpose of this research was to investigate the influence of advertising appeal on pleasure and consumer’s arousal in sport service. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and Non-physical education students at Tehran of university. 440 subjects were selected by using the stratified sampling. To data collection, From Russell & Mehrabian’s pleasure and arousal scale (1974), Zaichkowsky’s Personal Involvement Inventory (1994) were used. Their reliability obtained using the Cronbach's alpha 0.93, 0.90 and 0.89, respectively. The MANCOVA results indicated that a main effect of the advertising appeal on pleasure in subjects who have observed an affective appeal is more than subjects who have observed a cognitive appeal [F(1,879) = 10.637, P &le 0.001]. Moreover, the results indicated that a main effect of the advertising appeal on arousal in subjects who have observed an affective appeal is more than subjects who have observed a cognitive appeal [F(1,879) = 22.818, P &le 0.001].
Volume 5, Issue 9 (4-2015)
Abstract
The purpose of present study was to standardize the measurement tool of beliefs
in advertising through sport. Following the permit was taken from the owner of
the questionnaire (Pyun, 2006), questionnaire by the three-stage translation
method and introductory study performed. Population of the study was all the
spectators that attended in the Azadi Stadium, 342 samples were selected
randomly. 27 items were included in the questionnaire with seven components
(being economic, product information, falsity, materialism, social image and role,
annoying, pleasure). Questions were analyzed by the 5-likert scale. To determine
the formal and content validity of the tool, viewpoints of experts in sport marketing
were used. To determine the structure validity of the tool, CFA was applied by
using LISREL package. Analysis of the structure validity of the tool showed that
items of the questionnaire had an appropriate factor load. The results showed
that the indices of the model had an appropriate goodness of fit2.45¬df=/2x,
RMSEA=0.065, GFI=0.94, AGFI= 0.95 approved the indexes. Cronbach’s Alpha
coefficients of the reliability of the seven components were between 0.70 to
0.730.Given the confirmation of relevant tool in this study; other researchers can
use this tool to measure the customers’ belief advertisement through sport.
Mr Seyed Mahdi Seyed Bagheri, Dr Esmaeil Sharifian,
Volume 7, Issue 13 (4-2017)
Abstract
The aim of this study was to identify and prioritize barriers to sponsorship of private sponsorship of sport of champions in Kerman province. The research method was survey and Based on applied objective. The statistical population included top managers of private firms in Kerman province (N =150) Which 108 companies were selected with simple random sampling. The required data were collected by using researcher made questionnaire. Face validity of the questionnaire was confirmed by 10 experts in sports management and content validity was calculated based on Lawshe model CVI=0.92. In order to identify the factors and assess the construct validity, exploratory factor analysis method was used. Internal reliability was obtained with Cronbach Alpha α=0.82. To analyze the data one sample t test and ANOVA test were used. Results of factor analysis showed that 57% of the total variance was related to four factors: One-sample t test results showed that there were significant differences between all of the barriers with score criteria. Also results of ranking of barriers showed that the factor of legal-government is the most important factor inhibitor with an average of 3.76 and sports management was minimum repressor factor in the lack of financial support private companies of sport of champions with an average of 3.68. Therefore Codification of legislation and regulations for the sponsors is very important to eliminate the barriers of their participation in the sport of champions.
Dr Mohsen Esmaeili, Mr Gholamreza Amani,
Volume 8, Issue 16 (12-2018)
Abstract
The purpose of this study was to provide a model for surveying the effect of attitude towards sport advertising on perceived value and purchase intention. The research is applied in terms of purpose and descriptive and survey in terms of data collection method. Data collection tools were included of questionnaire, interview and library study. The statistical population of this research was customers of Sport stores in Chabahar Free Zone. Purposive availability sampling method was used (n=333) and data were analyzed using descriptive and inferential statistics. Findings showed that fit indices of the model are proportional (RMSEA = 0/064, CFI=0/93, RFI= 0/92, NFL=0/89). The variable “personal use” at the significant level (0.05) had highest load factor (0.70) among effective factors on attitude towards sports advertising. The results showed that positive attitudes toward advertising could not guarantee the purchase of sports products by itself, but value creation in consumers as mediator factor can lead to buy. It is suggested that advertisers of products and services pay more attention to the attitude of audiences and advertising agencies such as mass media try to have more control over the nature of sports advertising.
Habibeh Ghate, Mahboub Sheikhalizadeh,
Volume 9, Issue 18 (12-2019)
Abstract
The present study aimed to investigate the effects of electronic word of mouth (e-WOM) advertising on the sports customers' purchase intention with emphasis on the mediator role of consumer’s involvement. 270 sport customers voluntarily filled out the Bambauer-Sachse and Mangold electronic word of mouth advertising (2011), McQuarrie's consumer involvement (1992) and the Diallo (2012) and Park et al purchase intention (2008) questionnaires. Structural equation modeling (SEM) in software Lisrel 8.51 was used to analyze the data. The results showed that the electronic word of mouth advertising had a significant direct effect on the purchase intention (γ=0.22; p<0.05) and the consumer involvement (γ=0.70; p<0.01). The Findings prove the positive moderation role of involvement on the relationship between electronic word of mouth (e-WOM) advertising and purchase intention. According to results of model analysis the modified model had good fit (CFI=0.94; RMSEA=0.077; χ2/df=2.60). In conclusion, we can say that electronic word of mouth (e-WOM) advertising can have a great impact on the individual knowledge about products and consumer involvement in them, and it can thus affect consumers' purchase intention by provision of a large volume of information in a short time.
Hossein Kurdlo, Dr Alireza Elahi, Dr Abass Khodayari,
Volume 10, Issue 20 (11-2020)
Abstract
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.
Mr Abdolreza Oboudi, Mr Alireza Elahi, Mr Hossein Akbari Yazdi, Mr Saleh Rafiee,
Volume 100, Issue 100 (10-2020)
Abstract
In scientific marketing models, attention is the main step in the effectiveness of advertising. That's why, competition over attention to advertisement has been of prime importance for the sponsors and marketers. However, sport marketing research has not yet been able to gain a proper understanding of the factors that influence the viewer's attention to advertising while watching a sport event. Different methods of data collection and using different evaluation tools can also help managers and sponsors make the right decisions. This semi-experimental research has compared the methods of evaluating TV viewers' attention to advertising through sport. For this purpose, 60 targeted sampling in the form of two groups of women (n = 30) and men (n = 30) watched the football match between Esteghlal and Persepolis in a laboratory site. While samples were watching the football match, meantime designed advertisements were presented too, the viewer's eye information was stored by the eye tracker in the form of fixation and duration. In addition, at the end of the test, the participants' attention to advertising was evaluated using an attention questionnaire. Analysis of the findings showed that in evaluation of the viewer's attention to advertising by questionnaire; there is no difference between males and females. But in both of Eye Tracking variables, females paid more attention to advertising than males. Also, the correlation between the results of the questionnaire and the Eye Tracker was not significant. Finally, in order to achieve new results and to develop the advertising industry, as well as identifying the factors affecting the effectiveness of advertising, it is better to use neuromarketing tools as a complement to other methods of data collection (questionnaire, interview, observation).
