University of Tehran Sport Management Journal 2008-9341 13 3 2021 10 23 Psychological Effects of Advertising in Cyberspace on Iranian Brand Equity and Marketing Mix Psychological Effects of Advertising in Cyberspace on Iranian Brand Equity and Marketing Mix 797 815 84459 10.22059/jsm.2020.299299.2429 FA Seyedeh Razieh Dastgheib Ph.D. Student of Sport Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran Ahmad Torkfar Associate Professor, Department of Physical Education, Faculty of Arts and Architecture, Shiraz Branch, Islamic Azad University, Shiraz, Iran Seyed Mohammad Ali Mirhosseini Assistant Professor, Department of Physical Education, Faculty of Arts and Architecture, Shiraz Branch, Islamic Azad University, Shiraz, Iran 0000-0001-5138-7370 Leila Jamshidian Assistant Professor, Department of Physical Education, Faculty of Arts and Architecture, Shiraz Branch, Islamic Azad University, Shiraz, Iran Journal Article 2020 03 10 The purpose of the present study was to investigate the psychological effects of advertising in cyberspace on Iranian brand equity (focused on sports brands) and marketing mix. Based on purpose, it was applied study and considering data collection, it was descriptive-survey. The research tools were three questionnaires including the psychological effects of advertising in cyberspace, Kotler’s Marketing Mix Questionnaire (2008) and Sarmad & Bazargan’s Brand Equity Inventory (2005). First (qualitative part), to conduct the field interview, the statistical population included the prominent sports marketing professors collaborating with leading manufacturers of Iranian sports brands. These individuals were purposively selected for qualitative interviews. Fourteen interviews with twelve individuals were conducted to reach the theoretical saturation. After collecting data of qualitative part, a questionnaire was developed and distributed among customers of Iranian sports brands. Due to the uncertainty of the exact number of all customers, the maximum sample size (384 based on Morgan table) was surveyed. Skewness and Kurtosis indices were used to evaluate the (normal or abnormal) distribution of data. To formulate the measurement and structural model, SPSS version 24 and Smart software PLS version 2.0 were used. The results showed that psychological factors (enjoyment, positive attitude and positive emotion) had a significant effect on the Iranian brand equity and marketing mix. The purpose of the present study was to investigate the psychological effects of advertising in cyberspace on Iranian brand equity (focused on sports brands) and marketing mix. Based on purpose, it was applied study and considering data collection, it was descriptive-survey. The research tools were three questionnaires including the psychological effects of advertising in cyberspace, Kotler’s Marketing Mix Questionnaire (2008) and Sarmad & Bazargan’s Brand Equity Inventory (2005). First (qualitative part), to conduct the field interview, the statistical population included the prominent sports marketing professors collaborating with leading manufacturers of Iranian sports brands. These individuals were purposively selected for qualitative interviews. Fourteen interviews with twelve individuals were conducted to reach the theoretical saturation. After collecting data of qualitative part, a questionnaire was developed and distributed among customers of Iranian sports brands. Due to the uncertainty of the exact number of all customers, the maximum sample size (384 based on Morgan table) was surveyed. Skewness and Kurtosis indices were used to evaluate the (normal or abnormal) distribution of data. To formulate the measurement and structural model, SPSS version 24 and Smart software PLS version 2.0 were used. The results showed that psychological factors (enjoyment, positive attitude and positive emotion) had a significant effect on the Iranian brand equity and marketing mix. https://jsm.ut.ac.ir/article_84459_55494cea8951722ee4b519d2eff12651.pdf