Document Type : Research Paper
Authors
1 دانشجو
2 University of Kurdistan
Abstract
The purpose of the present research was to investigate the effect of visual advertisements on the evaluation of the messages in cause-related sport marketing. The statistical population of the research was all students of University of Kurdistan in Iran, and a total of 140 students were selected as a statistical sample for data collection using simple random sampling method. The research method was semi experimental and 2x2 factorial design. In order to measure the variables of attitude and intention to participate in sports-related marketing, a questionnaire was used and descriptive statistics and inferential method (ANOVA) were used to analyze the data.The findings showed that there is no difference between the two types of messages, in terms of their effect on people's attitudes towards cause-related sport marketing, but there is a significant difference between the effect of the messages of participation in the cause and social cause on the intention to participate in cause-related marketing. Also, the results showed that the type of advertising image (cause-oriented / product-oriented) in this regard as a moderator has no effect on the influence of the type of message (participation in a cause/ social cause) on the attitude and intention to participate in cause-related sport marketing.
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