Identification and prioritization of advertising tools affecting on the transfer of brand identity in sports clubs
Poster Presentation XML
Authors
1PhD in Sport Management, Faculty of Physical Education and Sports Science, Islamic Azad University Central Tehran Branch.
2Professor of Sport Management, Faculty of Physical Education and Sports Science, Islamic Azad University Central Tehran Branch.
Abstract
Introduction: Sport clubs must carefully identify their brands through the transfer of brand identity to persuade their customers. The purpose of this study is to identify and prioritize advertising tools affecting the brand identity transfer of sports clubs in Mashhad.
Methodology: The present study is applied in terms of its nature and purpose, and is descriptive and correlative in terms of method, descriptive and correlational. In terms of the type of data search, a quantitative field survey is performed and the required information was collected through a questionnaire. The statistical population of the research consisted of all customers of sports clubs in Mashhad. The sample size according to the methodology of the research was 500 people and selected by random sampling method. Data collection was done using a researcher-made questionnaire containing 32 items based on Likert scale of 5 options. To determine the validity of the questionnaires, the questionnaires were approved by faculty members (factual validity). The reliability of the tools was obtained by using Cronbach's alpha test 0.89. In order to analyze the data, descriptive statistics (frequency tables, percentages, averages and standard deviations) and inferential statistics (Fridman and Factor Analysis) and also for computing and processing information were used by SPSS software version 21.
Results: Confirmatory Fact Sheet Findings revealed that television advertising tools, social networks, mobile phones, websites, magazines and newspapers, banners, billboards and track list, are the most effective tools used in sports clubs. Also, the ranking of the impact of each tool showed that the use of advertising tools and social networks has the most impact on the transfer of brand identity club.
Discussion: According to the results of the research, it can be said that by providing an integrated application of the tools and considering the impact of each advertising tools, sports clubs can promote brand identity and achieve their advertising goals.
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