Sport Management Journal

Psychological Effects of Advertising in Cyberspace on Iranian Brand Equity and Marketing Mix

Document Type : Research Paper

Authors

Seyedeh Razieh Dastgheib 1
Ahmad Torkfar 2
Seyed mohammad ali Mirhosseini 3
Leila Jamshidian 3

1 Ph.D. Student of Sport Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

2 Associate Professor, Department of Physical Education, Faculty of Arts and Architecture, Shiraz Branch, Islamic Azad University, Shiraz, Iran

3 Assistant Professor, Department of Physical Education, Faculty of Arts and Architecture, Shiraz Branch, Islamic Azad University, Shiraz, Iran

https://doi.org/10.22059/jsm.2020.299299.2429
Abstract
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.

Keywords

Marketing mix
Sports brands
Advertising
Psychological
cyberspace
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Sport Management Journal
Volume 13, Issue 3
Autumn 2021
Pages 797-815

  • Receive Date 10 March 2020
  • Revise Date 28 June 2020
  • Accept Date 21 May 2020

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