نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت ورزشی دانشگاه خوارزمی

2 استادیار مدیریت ورزشی دانشگاه خوارزمی

3 استاد‌یار مدیریت ورزشی دانشگاه آزاد اسلامی واحد کرج

چکیده

پژوهش حاضر با هدف تعیین رابطۀ علی باورها، نگرش نسبت به تبلیغات از طریق ورزش و نگرش نسبت به تبلیغات عام با استفاده از مدل معادلات ساختاری انجام شده است. جامعه آماری، تماشاگران حاضر در استادیوم آزادی تهران تشکیل داده بودند. بدین‌منظور، پرسشنامه در میان نمونه‌ای متشکل از 324 نفر از تماشاگرانی که برای دیدن بازی‌های لیگ برتر فوتبال ایران در استادیوم آزادی حاضر بودند توزیع شد. نتایج نشان داد که باورهای افراد نسبت به تبلیغات از طریق ورزش می‌تواند بر نگرش افراد نسبت به تبلیغات عام تأثیر‌گذار باشد. همچنین، باور اقتصادی‌بودن بیشتر از سایر باورهای افراد قدرت تبیین‌کنندگی نگرش افراد نسبت به تبلیغات از طریق ورزش را دارد. با عنایت به یافته‌های مطالعۀ حاضر می‌توان راه‌کارهایی را جهت تعیین استراتژی مؤثر تبلیغات از طریق ورزش فراهم نمود.

کلیدواژه‌ها

عنوان مقاله [English]

The cause and effect relation between beliefs, attitude toward advertising through sport and attitude toward common advertising: the results of structural equations model

نویسندگان [English]

  • Hossein Kordlu 1
  • Ali Reza Elahi 2
  • Abbas Khodayari 3

چکیده [English]

This research has been performed to determine the cause and effect relationship between beliefs, attitude toward advertising through sport and attitude toward common advertising by using structural equations model. The statistical population was the spectators present at Azadi Stadium. For this purpose, were distributed among 324 spectators of primer league of Iran football game in Azadi stadium. The results showed that individuals' beliefs toward advertising through sport, can effect on their attitude toward common advertising. Also, among the individuals' beliefs, the belief of good for economy is more powerful in clarification of individuals' attitude toward advertising through sports than other beliefs. By using the results of study we can provide some ways in order to determine the effective strategy of advertising through sport.

کلیدواژه‌ها [English]

  • Structural equation modeling
  • beliefs
  • attitude toward advertising through sport
  • attitude toward common advertising
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