Document Type : Research Paper
Authors
1 PhD in Sports Management, Mazandaran University, Babolsar, Iran
2 Associate Professor, Department of Sports Management, Mazandaran University, Babolsar, Iran
3 Professor, Department of Sports Management, Mazandaran University, Babolsar, Iran
Abstract
Advertisement as an instrument can play a very important role in the marketing strategies and policies of sports organizations such as customer relationships, modification and change of customers' mentality towards the brand. The aim of this study was to provide a paradigmatic pattern of advertising factors affecting the behavioral intentions of football fans. This is a qualitative research. Among the various types of research strategies for qualitative research, grounded theory has been selected. The use of the foundation grounded theory was also focused on the Strauss and Corbin approach. Based on grounded theory approach, the data were analyzed after encoding. The results showed that emotional advertising, stimulated advertisement, content of advertisement, advertising costs and advertising influence as causal conditions, governing principles, informant advertising and the source of advertising as intermediary conditions, the principles governing on advertising, informant advertising and the source of advertising as the dominant platform; Electronic advertising and environmental advertising as intervening conditions; advertising personality, mouth-to-mouth advertising, advertising style, entertainment, attraction, accreditation, creative advertisement as the behavioral strategies and intents of fans, the development of the club, the strengthening of the club's brand and the creation of the Competitive environment as outcomes, they act. The proposed model is represented by the representation of all complexities, has a general direction in explaining the phenomenal phenomenon and develops the behavioral intentions of the fans by their loyalty, re-attendance, and positive recommendation advertising in familiar groups and friends.
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