نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه ارومیه
2 دانشگاه تهران
چکیده
هدف از این پژوهش، بررسی تأثیر جاذبۀ تبلیغی بر قصد آینده و نگرش به تبلیغ مصرف‌کننده در خدمات ورزشی بود. روش پژوهش، نیمه‌تجربی و از نوع طرح فاکتوریل بین آزمودنی 2×3 بود. جامعۀ آماری، دانشجویان تربیت‌بدنی و غیر‌تربیت‌بدنی دانشگاه تهران بودند که نمونۀ آماری تعداد 440 نفر انتخاب شد. نتایج نشان‌داد که اثر اصلی نوع جاذبۀ تبلیغی بر قصد آینده، در آزمودنی‌هایی که تبلیغ عاطفی مشاهده کرده‌اند از افرادی که تبلیغ شناختی مشاهده کرده‌اند، بیشتر است. علاوه‌براین، اثر اصلی نوع جاذبۀ تبلیغی بر نگرش به تبلیغ در آزمودنی‌هایی که تبلیغ عاطفی مشاهده کرده‌اند، نسبت به آزمودنی‌هایی که تبلیغ شناختی مشاهده کرده‌اند تفاوتی ندارد.
کلیدواژه‌ها
عنوان مقاله [English]
The influence of advertising appeal on future intention and consumer’s attitude toward advertisement in sport service
نویسندگان [English]
- Mohsen Behnam 1
- Mahmoud Godarzi 2
- Mehrzad Hamidi 2
چکیده [English]
The purpose of this research was to investigate the influence of advertising appeal on future intention and consumer’s attitude toward advertisement in sport service. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and Non-physical education students at Tehran of university which statistical sample 440 subjects were selected. The results indicated that a main effect of the advertising appeal on future intention in subjects who have observed an affective appeal is more than subjects who have observed a cognitive appeal. Moreover, the results indicated that a main effect of the advertising appeal on attitude toward advertisement in subjects who have observed an affective appeal is no difference than subjects who have observed a cognitive appeal.
کلیدواژه‌ها [English]
- The influence of advertising appeal on future intention and consumer’s attitude toward advertisement in sport service
1. Aaker, D. A., Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70.
2. Belch, G. E., Belch, M. A. (2008). Advertising and promotion: An integrated marketing communications perspective (8th ed). McGraw-Hill Irwin.
3. Beyranvand, H.A. (2010). Marketing Advertising management (methods and strategies). Publication of Industrial Management Institute (1th ed), Tehran. (Persian)
4. Chang, H. H., Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
5. Chelladurai, P. (1992). A classification of sport and physical activity services: Implications for sport management. Journal of Sport Management, 6(1), 38-51.
6. Chen, K. (2008). A study of the relationship between UK consumers purchase intention and store brand food products--Take Nottingham city consumers for example. Unpublished Master Thesis. University of Nottingham.
7. Coulson, J. S. (1989). An investigation of mood commercials. Cognitive and affective responses to advertising, 10(3), 21-30.
8. Cutler, B. D., Javalgi, R. G. (1993). Analysis of print ad features: Services versus products. Journal of Advertising Research, 33(2), 62-69.
9. Darghi, P. (2006). Issues management, marketing, market attitude Iran. Publication Of Institute expressive cultural services (1th ed), Tehran. (Persian)
10. Eshghi, K. (2009). Assessing the effectiveness of financial support for sport among soccer fans. Unpublished MS dissertation, University Of Tehran, College of Management, Marketing Department. (Persian)
11. Friman, J. (2010). Consumer attitudes toward mobile advertising. Master's thesis. Department of Marketing and Management.
12. Grove, S., Pickett, G., & Stafford, M. (1997). Addressing the advertising of services: A call to action. Journal of Advertising, 26(1), 1-6.
13. Habibpoor, K., & Safari, R. (2011). A comprehensive guide on how to use SPSS in measurement studies (Forth ed.): Looyeh. (Persian)
14. Hargreaves, J. (1982). Sport, culture, and the modern state. University of Toronto Press.
15. Hasangholipour, H., Mousavi, M., Anoushe, M., Mohseni, A. (2009). Advertising management, Negha Danesh Publication. (Persian)
16. Hill, D. J., Blodgett, J., Baer, R., & Wakefield, K. (2004). An investigation of visualization and documentation strategies in services advertising. Journal of Service Research, 7(2), 155-166.
17. Hawkins, D. I., Best, R. J., & Coney, K. A. (1995). Consumer behaviour. Implications for Marketing Strategy, Texas, Business.
18. Hosseini, S.E. (2008). Design sports marketing League Islamic Republic of Iran. Unpublished doctoral dissertation, Tarbiat Modares University, College of Human Sciences, Sports Management Department. (Persian)
19. Jack, S., Ronan, K. R. (1998). Sensation seeking among high-and low-risk sports participants. Personality and Individual differences, 25(6), 1063-1083.
20. Kajtna, T., Tušak, M., Barić, R., & Burnik, S. (2004). Personality in high-risk sports athletes. Kinesiology. 36(1), 24-34.
21. Kazem, M. (20020. Football in Stock Exchange and Stock Exchange in Football. Ministry of Culture and Islamic Publication, The organizations printing and publishing, Tehran. (Persian)
22. Khan Niazi, M. A., Ghani, U., & Aziz, S. (2010). Influence of emotionally charged advertisements on consumers attitudes towards advertisements, brands & their purchase intentions. Interdisciplinary Journal of Contemporary Research in Business, 2(7), 66-77.
23. Kim, k., YunJae, C. (2011). The effects of athlete-endorsed advertising: The moderating role of the athlete-audience ethnicity match. Journal of Sport Management, 25(2), 143-155.
24. Kotler, P. (2001). Marketing Management, 10: Pearson Education Canada.
25. Kotler, P., & Armstrong, G. (2011). Principles of marketing (14th): London: Prentice-Hall.
26. Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18(1), 36-41.
27. Lee, W. Y., Lim, C., & Pedersen, P. M. (2009). The moderating role of sport service type on the relationship between ad message type, service trial promotion, and consumers' responses to the advertisements. North American Society for Sport Management Conference.
28. Liu, S. S., Stout, P. A. (1987). Effects of message modality and appeal on advertising acceptance. Psychology & Marketing, 4(3), 167-187.
29. Ma’adi, M. (2008). Comparison of the marketing mix in the Premier League volleyball from the perspective of managers and experts. Unpublished MS dissertation, Mazandaran University, College of Physical Education and sport science, Sports Management Department. (Persian)
30. Machleit, K. A., Wilson, R. D. (1988). Emotional feelings and attitudes toward advertisement: The role of brand familiarity and repetition. Journal of Advertising, 17(3), 27-35.
31. Memari, Z. (2007). Modeling and analysis of the sports industry's marketing mix (The decision axis approach). Unpublished doctoral dissertation, University Of Tehran, College of Physical Education and sport science, Sports Management Department. (Persian)
32. Millar, M. G., Millar, K. U. (1990). Attitude change as a function of attitude type and argument type. Journal of Personality and Social Psychology, 59(2), 217.
33. Mitchell, A. A. (1988). Current perspectives and issues concerning the explanation of'feeling'advertising effects. Nonverbal Communication in Advertising, eds. Sidney Hecker and David W. Stewart, Lexington, MA: Lexington, 143.
34. Mitchell, A. A., Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.
35. Mittal, B. (1999). The advertising of services: Meeting the challenge of intangibility. Journal of Service Research, 2(1), 98-116.
36. Mohamadkazemi, R. (2006). Examining and describing the elements of the marketing mix in the football industry in our country and compare it with the prestigious European leagues (Japan and Korea). Unpublished doctoral dissertation, Kharazmi University, College of Physical Education and sport science, Sports Management Department. (Persian)
37. Montgomery, D. C. (2008). Design and analysis of experiments: John Wiley & Sons.
38. Morrison, D. G. (1979). Purchase intentions and purchase behavior. The Journal of Marketing, 43(2), 65-74.
39. Mortimer, K. (2008). Identifying the components of effective service advertisements. Journal of Services Marketing, 22(2), 104-113.
40. Mueller, B. (1986). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27(3), 51-59.
41. Samadi, M. (2003). Behavior Consumer. Ayizh Publication (1th ed), Tehran. (Persian)
42. Schwarz, E. C., Hunter, J. D. (2008). Advanced theory and practice in sport marketing. Butterworth-Heinemann.
43. Sekaran, O. (2007). Research methods in management. Trans. Saebi M, Shirazi M. Tehran, Iran: Education & Research Institute of Management and Planning. (Persian)
44. Shahmohamadi, A. (2004). Persuasion and advertising. Zarbaf Publication, Tehran. (Persian)
45. Shilbury, D., Westerbeek, H., Quick, S., & Funk, D. (2009). Strategic sport marketing: Allen & Unwin.
46. Shimp, T. A. (1981). Attitude toward the ad as a mediator of consumer brand choice. Journal of advertising, 10(2), 9-48.
47. Smith, A. (2008). Introduction to sport marketing: A practical approach sport management: Butterworth-Heinemann.
48. Stafford, M. R., Day, E. (1995). Retail services advertising: The effects of appeal, medium, and service. Journal of Advertising, 24(1), 57-72.
49. Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of advertising, 31(2), 17-35.
50. Tlaie, S. (2007). Creating effective Advertising, Journal of knowledge Advertising, 6(25). 23-24. (Persian)
51. Tellis, G. J. (2004). Effective advertising: Understanding when, how, and why advertising works. Sage Publications.
52. Um, N. (2008). Revisit elaboration likelihood model: How advertising appeals work on attitudinal and behavioral brand loyalty centering on low vs. high-involvement product. European Journal of Social Sciences, 7(1), 126-139.
53. Van Heerden, C. H. (2001). Factors affecting decision-making in South African sport sponsorships. University of Pretoria, Doctoral thesis, Department Of Marketing And Communication Management.
54. Vaughn, R. (1980). How advertising works: A planning model. Journal of Advertising Research, 20(5), 27-33.
55. Wang, Y., Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review, 19(4), 333-344.
56. Wells, W. D., Leavitt, C., & McConville, M. (1971). A reaction profile for TV commercials. Journal of Advertising Research, 11(6), 11-18.
57. Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59
)