The Relationship between Spectators’ Knowledge and Their Attitude toward Ambush Marketing in the Iranian Football Premier League

Radi, Edris; Sadeghi Boroujerdi, Saeed; Izadi, Behzad

doi:10.22089/smrj.2017.901

Document Type : Research Paper

Authors

¹ M.Sc. of Physical Education, University of Kurdistan

² Professor of Sport Management, University of Kurdistan

³ Assistant Professor of Sport Management, University of Kurdistan

https://doi.org/10.22089/smrj.2017.901

Abstract

The current research aims to determine the knowledge and attitude of the Premier Football League fans toward ambush marketing according to demographic characteristics. The research method was correlational and survey. The statistical population was attending spectators of Ghadir football stadium in the city of Ahvaz. A number of 236 people were selected randomly as sample. Data was collected through the researcher-made questionnaire. One-sample t test, Pearson correlation, univariate analysis of variance and regression were used for data analysis. The results showed that knowledge and attitude of spectators toward ambush marketing is suboptimal, and that spectators are indifferent to ambush marketing. Also, the results indicated that there is significant relationship only between knowledge-related ambush marketing and only in demographic variables of spectators experience and level of education. Finally, knowledge about ambush marketing can predict attitude toward ambush marketing. Results of the study can provide solutions to increase knowledge of spectators about ambush marketing through football league as well as sport clubs trademarks, and attract more financial sponsors for investment in football league.

Keywords

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Sport Management Studies

The Relationship between Spectators’ Knowledge and Their Attitude toward Ambush Marketing in the Iranian Football Premier League

References

References

Volume 8, Issue 40
January and February 2017
Pages 79-96

The Relationship between Spectators’ Knowledge and Their Attitude toward Ambush Marketing in the Iranian Football Premier League

References

References

Volume 8, Issue 40January and February 2017Pages 79-96

Volume 8, Issue 40
January and February 2017
Pages 79-96