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Provision of Structural Model of Ethical Fitness Relationship with Brand Valuable Brand and Attitudes toward Advertising
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Mohammad Ali Sahebkaran1   , Fereshteh Kotobi2 , Mehdi Bardestani3 |
1- Department of Spors Management, University of Birjand, Birjand, Iran
2- Department of Physical Education, Farhangian University, Tehran, Iran , freshtehkotobi@gmail.com
3- 3. Ph.D. Student in Sports Management, University of Tehran, Kish Campus, Tehran, Iran |
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Abstract: (130 Views) |
Background: Consequent sports support - that is, those in which the sponsor participates in suspicious ethical activities - is a new research field. Currently, a limited understanding of how controversial sports support affects their supported and perceived impact. Therefore, the present article was aimed at presenting a model for evaluating the ethical relationship between the brand and the special value of the brand and the attitude towards advertising.
Method: This descriptive-correlational study was conducted in a survey. The statistical population included managers, coaches and players of the Premier League, of which 176 were selected as available. The instrument of measuring the Questionnaire was the ethical fitness of the sports sponsor and the standardized value -specific questionnaire of the brand and the consumer attitude towards advertising. Finally, the data were analyzed by the modeling method of structural equations.
Results: The findings from data analysis, using the method of modeling structural equation, showed that the moral proportion of the sponsor of the sport has a positive and significant effect on advertising.
Conclusion: Consumers evaluate the appropriateness of marketing initiatives by shaping beliefs about the goals of the corporation and their ethical acceptance of their initiatives. Therefore, in the field of sports support, people's beliefs about why a particular company supports a sports institution (such as a team) and whether or not the ethical support plan is appropriate or not on their attitude towards the sports team This and the value of that team should be effective. |
Article number: 9 |
| Keywords: Sponsor moral proportion, Brand special value, Attitude toward advertising |
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Full-Text [PDF 478 kb]
(79 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2024/06/8 | Accepted: 2024/09/10 | Published: 2025/05/24
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