Brand Identity Transfer and Consumers’ Sport Commitment in the Iranian Football Premier League: Mediating Role of Promotional and Advertising Tools
سال انتشار: 1399
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 278
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شناسه ملی سند علمی:
JR_JNSSM-1-1_002
تاریخ نمایه سازی: 6 دی 1399
چکیده مقاله:
Sports advertising is one of the methods used by most companies to introduce their brands and products and expand their market. This study aimed to investigate the relationship between brand identity transfer and sport commitment with the mediating role of promotional and advertising tools from the perspective of sports consumers in Iran. ۵۰۰ sports consumers participated in this study and completed the research questionnaire. The results of the structural equation modeling (SEM) indicate that there is a significant relationship between brand identity transfer and sport commitment and their dimensions, with the mediating role of promotional and advertising tools. Further, TV, mobile and social networks should have a priority over other promotional tools when transferring brand identity and sports commitment of consumers. Besides, contributing to the advancement of theory, this study has important practical implications for sport marketers and managers who are searching effective promotional and advertising tools to re-engage existing consumers or to acquire new ones.
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نویسندگان
Ehsan Asadollahi
Assistant Professor, Member of the faculty of Sanabad Golbahar Higher Education, Golbahar, Iran
mohammad keshtidar
Associate Professor, Faculty of sports sciences, Ferdowsi university of Mashhad, Mashhad, Iran
Reza Heydari
PhD Student in Sports Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
Marko Perić
Associate Professor, University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia