Brand Identity Transfer and Consumers Sport Commitment in the Iranian Football Premier League: Mediating Role of Promotional and Advertising Tools

Document Type : Original Article

Authors

1 Assistant Professor, Member of the faculty of Sanabad Golbahar Higher Education, Golbahar, Iran

2 Associate Professor, Faculty of sports sciences, Ferdowsi university of Mashhad, Mashhad, Iran

3 PhD Student in Sports Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

4 Associate Professor, University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia

Abstract

Sports advertising is one of the methods used by most companies to introduce their brands and products and expand their market. This study aimed to investigate the relationship between brand identity transfer and sport commitment with the mediating role of promotional and advertising tools from the perspective of sports consumers in Iran. 500 sports consumers participated in this study and completed the research questionnaire. The results of the structural equation modeling (SEM) indicate that there is a significant relationship between brand identity transfer and sport commitment and their dimensions, with the mediating role of promotional and advertising tools. Further, TV, mobile and social networks should have a priority over other promotional tools when transferring brand identity and sports commitment of consumers. Besides, contributing to the advancement of theory, this study has important practical implications for sport marketers and managers who are searching effective promotional and advertising tools to re-engage existing consumers or to acquire new ones.

Keywords

References

Ahmadi, H. (2015). Identifying the effect of customer-relation management on customer satisfaction level through mobile phones. Tehran: Alborz Campus of Tehran University.
Asadi, A., & Rezaee Soufi, M. (2015). The role of media advertisements on purchase of losing weight sport products: Considering the sight of female physical education and non physical education students. Communication Management in Sport Media, 2(3), 49-54.
Asadollahi, E. (2018). Investigating the causal relationship between promotional tools and brand identity transfer and sports commitment of consumers in the country's Premier Football League. Ph.D. Thesis. Faculty of Physical Education, Islamic Azad University, Central Tehran Branch.
Asadollahi, E., Fahim Devin, H., Shahidi, M., Saeid Zirak, S. (2018). Examine the Causal Relationship between Satisfaction and Expectations of Product Quality and Services and the Post-Purchase Behavior of the Sport Consumers with the Mediating Role of Brand Awareness. Asian Exercise and Sport Science, 2(2), 1-7.
Asadollahi, E., Gholami Bidkhani, R., Jaghargh Mahian, A., & Yazdanian, M. (2020). Research Methods in Physical Education and Sports. Book Tak Publications. First Edition. Mashhad, 421.  
Asadollahi, E., Mahian Jaghargh, A, & Saeedi Mehr, A. (2020). Strategic marketing. First Edition. Tak Book Publishing. Mashhad, 87-105.
Asadollahi, E., Tojari, F., & Zarei, A. (2017a). Study of relationship and Comparison effect of promotional and Advertising Medias on transfer of Brand Identity and Sports Commitment in Footbal. Communication management in sports media. 4(15), 1, 13-26.
Asadollahi, E., Tojari, F., & Zarei, A. (2017). The Effect of Promotional Tools on Conveying Brand Identity from Sport Consumers' Viewpoint in the Country's Premier League. International Journal of Applied Exercise Physiology, 6(3), 32-41.‏
Azadi, R., Yusefi, B., & Eidi, H. (2014). The role of media advertising on enhancing the special value of brands in sport cloth industry. Relations Management in Sport Media Publications, 2(6), 66-75.
Casper, J., & Andrew, D. P. S. (2008). Sport commitment differences among tennis players on the basis participation outlet and skill level. Journal of Sport Behavior, 31(3), 201-219.
Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843-848.‏
Ercis, A., Ünal, S., Candan, F. B., & Yildirim, H. (2014). The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions. Procedia - Social and Behavioral Sciences, 58, 1395-1404.
Fallah, M. (2003). The effectiveness of TV advertising on sales (Unpublished Master's thesis), Imam Sadiq University. Faculty of communications, Management Department.
Fernandez, N. E., Correia, A. H., Abreu, A. M., & Biscaia, R. (2013). Relationship between sport commitment and sport consumer behavior. Journal of Marketing, 9(4), 2-11.
Haig, M. (2009). Brand failures (Translation: Roosta, Ahmad) Tehran: Siteh publishing.
Halford, J. C., Gillespie, J., Brown, V., Pontin, E. E., & Dovey, T. M. (2004). Effect of television advertisements for foods on food consumption in children. Appetite, 42(2), 221-225.‏
Heidari, L., & Sharifyan, I. (2014). Identify the components of effective interaction revisit the fans of Premier League football club website selected. Journal of Sport Management, 7(31), 25-41.
Hesami, P. (2014). Studying the relationship of using popular figures in advertisements and brand identities. Tehran: Alborz Campus of Tehran University.
Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.‏
Kutler, F., & Armstrong, G. (2012). The principles of marketing,14th edition. Tehran: Aylar.
Matthew, N. (2012). Sport commitment in Tennis player in Colligate athletes. Journal of Sport and Exercise Psychology, 7(36), 36-45.
Mir-Hosseini, S.M.A; Hadavi, S.F and Muzaffari, S.A.A. (2011). Sport commitment of reliability and validity of the student athlete. Journal of Sport Management, 4(15), 121-105.
Nasyryen, M. (2005). Television and commercials. Tehran measure people's attitudes towards television commercials (Unpublished Master's thesis). Faculty of Radio and Television. Communication Department.
Oladepo, O. I., & Abimbola, O. S. (2015). The influence of brand image and promotional mix on consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British Journal of Marketing Studies, 3(4), 97-109.‏
Patrick, B., Dither, H., & Gallium, B. (2013). Sport brands. Tehran: Hatmi Publications.
Qurat-Ul-Ain, Z & Rafique M. (2015). Impact of Celebrity Advertisement on Customers’ Brand Perception and Purchase Intention. Asian Journal of Business and Management Sciences, 1(11), 53-67.
Rusta, A. (2001). Marketing management, 1st edition. Tehran: Samt Publications.
Rusbult, C. E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Social Psychology, 16,172-186.
Sakti, I. (2013). Mix Promotion Effect on Corporate Image in Kota Bunga Puncak: West Java. Proceedings of 23rd International Business Research Conference, Marriott Hotel, Melbourne, Australia.
Sarmad Saeedi, S; Ghasemi, B; Kargar, M. M. (2015). A Study on the Effect of TV Advertising on Brand Identity in the Banking. International Journal of Review in Life Sciences, 5(2), 608-20.
Scanlan, T. K., Carpenter, P.J., Schmidt, G. W., Simons, J. P., & Keeler, B. (1993). An introduction to the sport commitment model. Journal of Sport and Exercise Psychology, 3(15), 1-15.
Scanlan, T., Russel, D. G., Wilson, N. C., & Scanlan, L. A. (2003). Project on elite athlete commitment (PEAK). Journal of Sport and Exercise Psychology, 25, 360-376.
Wilson, P. M., Rodgers, W. M., Carpenter, P. J., Hall, C., Hardy, J., & Fraser, S. N. (2004). The relationship between commitment and exercise behavior. Psychology of Sport and Exercise, 5(4), 405-421.‏
Limbach, M., Schmidt, S., Wiedmann, K.-P., Langner, S., & Schiessl, M. (2018). Communicating Sponsor Brands Playfully in Video Games: Evaluating the Impact of In-Game Advertising on Dual Brand Knowledge. Journal of Global Sport Management, 1–25.
Wear, H., Hills, S., Heere, B., & Walker, M. (2018). Communal brand associations as drivers of team identity and consumer behavior. Journal of Global Sport Management, 3(3), 302-320.‏
 
Journal of New Studies in Sport Management
Volume 1, Issue 1
October 2020
Pages 10-21

Files

Share

How to cite

Statistics