The Effect of Promotional Tools on Conveying Brand Identity from Sport Consumers’ Viewpoint in the Country’s Premier League
Journal Title: International Journal of Applied Exercise Physiology - Year 2017, Vol 6, Issue 3
Abstract
The economic environment and business, advertising in sport is one of the ways that most companies to manage the brand, its products and expanding its market in the country. The aim of the present study investigates the effects of advertising on transfer of brand identity from the perspective of sports consumers in Premier League football. This study on the nature and purpose and in terms of descriptive and correlational in terms of search data, a survey was carried out that way. After face and content validity, reliability test using Cronbach's alpha for the questionnaire, the effect of advertising tools 0.89, questionnaire transfer brand identity was 0.86, respectively. In order to analyze the data, descriptive and inferential statistical methods for the calculation and processing information, and also Spss software packages and LISREL were used. The study findings also confirmed the emergence of structural equation and the findings of other researchers, showed a promotional tool to transfer of brand identity from the perspective of the Sports consumer was significant effect (Chi-Square/df=2/04, RMSEA=0/059, P-Value =0/0001). The effect of each variable prioritize research also showed use of tool television advertising has the greatest impact on consumers transfer of brand identity. According to the results, it can be said that managers, marketers and planners of advertising companies, organizations and clubs and sporting goods service provider using of the effectiveness of each advertising tool and provide an integrated program of tools and to inform, remind and convince consumers can transfer of brand identity or brand and achieve their advertising goals.
Authors and Affiliations
Ehsan Asadollahi, Farshad Tojari, Ali Zarei
Exercise As Therapy for Gestational Diabetes: What’s the Evidence?
Men and women differ greatly in their physiology; they are able to undertake different types and levels of activity, and also respond differently physiologically to aerobic and anaerobic exercise. Women have an additiona...
Changes in the functional state of young players with different strength of the nervous system
The purpose of the article is to get and summarize the data obtained in the new study, namely the change in the indicators of the functional state of 11-12 year-old players having different typological peculiarities of t...
Effect of short-term aerobic exercise and green tea consumption on MFO, Fatmax, body composition and lipid profile in sedentary postmenopausal women
Background: Visceral fat accumulation due to the decrease in estrogen levels, and gaining weight after menopause, increases the risk of metabolic syndrome and cardiovascular diseases in postmenopausal women; while physic...
Psychophysiological features of athletes practicing different styles of martial arts - the comparative analysis
Study aim. The aim of the research is a comparative analysis of psychophysiological features of athletes of practicing different martial arts. Methods. 46 elite wrestlers participated in a research were divided into thre...
Hydration and nutrition knowledge in adolescent swimmers. Does water intake affect urine hydration markers after swimming?
Little data exists regarding nutritional knowledge and hydration in adolescent swimmers. The aim of this study was to assess the level of nutrition and hydration knowledge and to describe the fluid balance in adolescent...