Sport Management Journal

The Effect of Visual Advertisements on the Evaluation of the Messages in Cause-Related Sport Marketing

Document Type : Research Paper

Authors

Sardar Mohammadi
Mohammad Kazem Azami
Mojtaba Ghasemi Siani

Department of Physical Education and Sports Science, University of Kurdistan, Iran

https://doi.org/10.22059/jsm.2023.354137.3106
Abstract
Introduction: 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.
Methods: The research method was semi experimental and 2x2 factorial designs. 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
Results: 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.
Conclusion: 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.

Keywords

Cause Involvement Message
Cause-Oriented Image
Cause-Related Sport Marketing
Participation Intention
Product-Oriented Image
Subjects
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Sport Management Journal
Volume 16, Issue 3
Summer 2024
Pages 153-134

  • Receive Date 23 January 2023
  • Revise Date 02 June 2023
  • Accept Date 18 June 2023

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