Investigating the effectiveness of advertising tools and its role in brand identity and purchase decision from the point of view of consumers of sports services of Mashhad municipality

Document Type : Original Article

Authors

1 Department of Sports Management, Sanabad Golbahar Non-Governmental Non-Profit Higher Education Institute

2 Assistant Professor, Faculty Member of Sanabad Golbahar Higher Education Institute

3 Faculty of skills and entrepreneurship, Azad University

Abstract

The purpose of this research was to investigate the effectiveness of advertising tools and its role in brand identity and purchase decision from the perspective of consumers of sports services of Mashhad municipality. In terms of the result and purpose, the present research is applied research, in terms of analytical, descriptive and correlation method, with the structural equation model approach, which was implemented in the field. The statistical population included all consumers of sports services of Mashhad Municipality who were randomly selected and a total of 398 questionnaires were completed. In order to collect data, standard questionnaires of purchase intention, advertising effectiveness and brand identity were used. Cornbrash's alpha method was used to determine the internal reliability of the research tool, and a coefficient of 0.7 was obtained, which indicates the acceptable reliability of the tool. Descriptive statistics and inferential statistics were used to analyze the data. The findings of the research showed that there is a difference between the effectiveness of advertising tools from the point of view of consumers of sports services with the standard score; There is a significant relationship between the effectiveness of advertising tools and brand identity and the decision to buy; Also, there is a positive and significant relationship between brand identity and purchase decision. Finally, the model of the effectiveness of advertising tools and its role on brand identity and purchase decision from the point of view of consumers of sports services of Mashhad municipality has a good fit.

Keywords

journal of motor and behavioral sciences
Volume 5, Issue 1
April 2022
Pages 79-90

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