Sport Management Journal

The empirical study of the effect advertising by celebrities in promoting the brand equity of sport goods.

Document Type : Research Paper

Authors

rohollah fathian 1
alireza elahi 2
hossein akbari 3

1 PhD student in Sports Management, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran

2 Associate Professor, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran

3 Assistant Professor, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran

https://doi.org/10.22059/jsm.2019.257347.2076
Abstract
The purpose of this study was to investigate the effectiveness of advertising by celebrities in promoting the brand equity of sport goods. The research method was quasi-experimental, pre-test and post-test, in a sample of 60 physical education students of Kermanshah Azad University. For this, volunteers have been exposed to simulations for a brand-of-the-art sport of athletic and unethical sports by a celebrity of selective sports through a social network of telegrams on smartphones for one month. Data were gathered by Brendaker's (1991) standard value questionnaire and then analyzed using SPSS23 software, dependent correlation statistical methods and Cook test. The results showed that the effect of advertising on the celebrity was significant and positive in all dimensions of brand equity, and ads made 0.87% in brand awareness, 0.91% in brand equity, 0.86% in brand quality understanding, and 0.86 percent had an impact on self-confidence. Therefore, it is strongly recommended that marketers and enthusiasts of the country's sports advertising industry pay special attention to the popularity of the athlete of the country as one of the most effective strategies in raising brand equity and gaining competitive advantage. It also makes use of social networking and mobile phone smartphone users as one of the most effective and low-cost communication tools for communication with audiences and promotion of their sporting goods.
Keywords: brand value, ads, celebrity characters, Sports goods

Keywords

Brand value
promotional
sports celebrity
social networks
sporting goods
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Sport Management Journal
Volume 12, Issue 1
Spring 2020
Pages 161-180

  • Receive Date 06 May 2018
  • Revise Date 14 May 2020
  • Accept Date 10 April 2019

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