Document Type : Research Paper
Authors
Abstract
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.
Keywords
1. Alwitt L F, Prabhaker P R. (1992). Functional and beliefs dimensions of attitudes to television advertising: Implications for copy testing. Journal of Advertising Research, 32(5): 30-42.
2. Ameri S, M H., Moharamzadeh, M., Bashiri, M., Hadi, H. (1389). The study of financial support element of the sport marketing mix elements, Olympic quarterly, 4, 111-129. .(Persian)
3. Babut R. (2012). Romanian Consumers’ Attitude towards TV Commercials. Management &Marketing. (2): 233-248.
4. Bennett G, Ferreira M, Tsuji Y.(2006). Analyzing the effects of advertising type and antecedent on attitude towards advertising in sport. International Journal of Sport Marketing& Sponsorship. 40(3): 62- 81.
5. Brettel M, spiker-Attig A. (2010). Online advertising effectiveness, across cultural comparison. Journal of research in interactive marketing, 4(3): 176-196.
6. Brown S P, stay man D M. 1992. Antecedents and consequences of attitude toward the ad: a Mata analysis. Journal of Consumer research. 19(1):34-51.
7. Bruner G C, Kumar A. 2000. Web commercials and advertising hierarchy of- effects. Journal of Advertising Research. 37(2), 33–45.
8. Burns K S. 2003. Attitude toward the Online Advertising Format: a Reexamination of the Attitude toward the Model in an Online Advertising Context, unpublished doctoral dissertation. Gainesville: the Florida State University.
9. Chittithaworn Ch. Islam Md A,Thooksoon O. (2011). Belief Dimensions and Viewer’s Attitude towards TV Advertising in Thailand. International Journal of Marketing Studies. 3(1): 95-102.
10. Christian D, Zdeněk L, Lucie V. (2014). Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach. Journal of Competitiveness. 6(1): 87-103.
11. Dubow J S. 1994. Point of view: recall revisited: recall redux. Journal of Advertising Research. 34 (3): 92-108.
12. Fishbein M.(1963). An investigation of the relationships between beliefs about an object and the attitude toward the object. Human Relations. 16(2):33-40.
13. Grimez, G. A., Hough, M. G., & Signorella, M. L. (2003). User attitudes toward spam and online behaviors in three age groups. Paper presented at the ACM conference on Universal Usability, Vancouver, Canada (21- 32). GA Grimes, MG Hough, ML Signorella.
14. Hoseinie Kh, H., rousta, A., Shojaei Kh, V. (1389). Advertising theoretical and practical approach, publication hroufyeh, Tehran press (Persian).
15. Karrobi, M., Mohamadian, M. (1388). Measurements of tourists view the effectiveness of media propaganda in the offices travel services, Journal of Social Sciences, 45, 63-92. (Persian)
16. Katler, Ph., Armstrong, G. (1998). The principles of marketing management, translate by Ali Parsaeian, Tehran, jahan noo. (Persian)
17. Kim, Y. M., Shou. H., & Joen, H. M. (2000). Sport marketing. Seoul; Korea: Hak Hynun SA Publication, Inc.
18. Ling, K Ch, Piew T H, Chai L T. (2010). The determinants of consumer's attitude towards advertising. Canadian Social Science. 6(4): 114-126.
19. Lutz, R.J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Journal of advertising. 14(1): 45-63.
20. Mackenzie S B, Lutz R J. (1989). An empirical examination of the structural antecedents of attitude-toward-the-ad in an advertising pretesting context. Journal of Marketing. 53(2):48-65.
21. Michael, A. L., Robert, E., Donald M. (2009). The value of competition: Competitive balance as a predictor of attendance in spectator sport. International Journal of Sport, 11 (1), 7-24.
22. Mittal B. 1994. Public assessment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34(1): 35-53.
23. Mohammadkazemi, R., Ghasemi, H. (1390). In the present age an innovative advertising, Tehran, ketabkhaneh farhang.(Persian)
24. Munusamy J, Hoo W Ch. (2007). Attitude towards advertising among students at private higher learning institutions in Selangor. Untar E-Journal, 3(1): 31-51.
25. Pyun D Y. (2006). The Proposed Model of Attitude toward Advertising through Sport, doctoral dissertation. Unpublished data: the Florida State University.
26. Pyun D Y, James J D. (2009). Enhancing advertising communications: Developing a model of beliefs about advertising through sport. International Journal of Sport Communication, 2(1) (2009): 1-21.
27. Pyun D Y, James J D. (2010). A proposed relationship between beliefs about and attitude toward advertising through sport. International Journal of Sport Management. 11(4): 609-627.
28. Pyun D Y, James J D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review. 14(1):33-41.
29. Pyun D Y, kwon H, Chon T J, Han J W. (2012). How does advertising through sport work? Evidence from college students in Singapore. European Sport Management Quarterly. 12(1): 43-63.
30. Sajjadi, N., Omidi, A., Zare, Gh. (1386). The relationship between the use of sports images in advertisement and the consumer's behavior. Harakat, 34, 83-93 (Persian).
31. Schlosser A, Shavitt S. (1999). Survey of internet users’ attitudes toward internet advertising. Journal of Interactive Marketing. 13 (3): 34-54.
32. Stone G, Besser D, Lewis L E. 2000. Recall, liking, and creativity in TV commercials: a new approach. Journal of Advertising Research. 21(3): 7-18.
33. Van der Waldt D L R, Rebello T M, Brown W J. (2009). Attitudes of young consumers towards SMS advertising. African Journal of Business Management3 (9): 444- 452.
34. Wang Y, Sun S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review. 19(4): 333-344.
)