Corresponding Author: Tojari Farshad
Co-Authors: Asadollahi Ehsan
Article in press:
Introduction and objective: Advertising products in sport events is one of the methods used by most companies to introduce their products and expand their markets. The present study is aimed at investigating the relationship between brand identity transfer and sport commitment with the mediating role of the effect of promotional and advertising tools from the perspective of consumers in the Iran Premier League.
Methodology: The study is an applied one in terms of nature and objective, a descriptive-correlational one in terms of data collection, and a quantitative one as it was a field survey and the information was collected through a questionnaire. A total of 500 individuals from the sports services consumers in the league (with high level of participation) completed a researcher-made questionnaire on the effectiveness of promotional and advertising tools and brand identity transfer, and the Scanlan's standard questionnaire on sport commitment. The sample was selected in a completely random and voluntarily manner. To determine the validity of the questionnaires, they were submitted to the supervisors (face and content validity). After that, the reliability of the tools was calculated using the Cronbach's alpha as 0.89 for the promotional and advertising tools questionnaire, 0.86 for the brand identity questionnaire, and 0.92 for the sport commitment questionnaire. Descriptive statistics (tables including frequency, percentages, means, and standard deviations) and inferential statistics (Kolmogorov-Smirnov tests for determining the normality of variables and structural equation tests) were used for data analysis. In addition, SPSS 21 and LISREL 8.8 were used for computation and data processing.
Findings: The study findings showed that there is a significant relationship between brand identity transfer and sport commitment and their dimensions with the mediating role of the effect of promotional and advertising tools from the viewpoint of consumers (Chi-Square/df = 2.08), RMSEA = 0.035, and P-Value = 0.0001).
Conclusion: In addition to confirming the findings of other researchers, the study results showed that managers, marketers, and advertising planners of organizations and clubs providing sports products and services can increase and re-engage consumers through brand identity transfer using the effectiveness of each promotional and advertising tool.
Journal name: Sport Management
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Asian Exercise & Sport Science Association
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