نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی دانشگاه غیرانتفاعی-غیردولتی ایوانکی
2 استادیار دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران
3 دانشآموخته دکتری مدیریت ورزشی دانشگاه علامه طباطبائی، تهران، ایران
4 کارشناسارشد مدیریت ورزشی دانشگاه غیرانتفاعی ایوانکی
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
The purpose of the present study was to Measuring and prioritize the sponsors' goals of commercial advertising in sports fields. In terms of outcome and purpose was a type of applied research and a survey research which is implemented in the field. The statistical population of the study included all CEOs, marketing and sales managers of sponsored companies with commercials in sports fields in football, volleyball, wrestling, futsal, karate and taekwondo, heads of sport federation marketing committees, CEOs of Premier League clubs in the fields. Football, basketball, volleyball, and futsal were in the 97-98 season and university professors and professors were in the field of sports marketing (200 people). Sampling was done as available and finally, after distributing and collecting the research questionnaires, 79 questionnaires were completed and analyzed. The Van Harden (2004) Sponsors Targets Questionnaire was used to collect data. Data were analyzed using descriptive statistics to classify the data, and confirmatory factor analysis models in Amos software and SPSS software were used to test the research hypotheses. The findings of the study showed that the priorities of the sponsors were as follows: 1- overall corporate goals, 2- marketing and subversion goals, 3- communication-environmental goals, and 4- media-advertising goals. The results of confirmatory factor analysis also showed that the sponsor's goal model is well-suited.
کلیدواژهها English