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رابطۀ علی باورها، نگرش به تبلیغات از طریق ورزش و تبلیغات عام | |
مطالعات مدیریت ورزشی | |
مقاله 12، دوره 7، شماره 30، مرداد 1394، صفحه 203-224 اصل مقاله (830.02 K) | |
نوع مقاله: مقاله پژوهشی | |
نویسندگان | |
حسین کردلو* 1؛ علیرضا الهی2؛ عباس خدایاری خدایاری3 | |
1کارشناس ارشد مدیریت ورزشی دانشگاه خوارزمی | |
2استادیار مدیریت ورزشی دانشگاه خوارزمی | |
3استادیار مدیریت ورزشی دانشگاه آزاد اسلامی واحد کرج | |
چکیده | |
پژوهش حاضر با هدف تعیین رابطۀ علی باورها، نگرش نسبت به تبلیغات از طریق ورزش و نگرش نسبت به تبلیغات عام با استفاده از مدل معادلات ساختاری انجام شده است. جامعه آماری، تماشاگران حاضر در استادیوم آزادی تهران تشکیل داده بودند. بدینمنظور، پرسشنامه در میان نمونهای متشکل از 324 نفر از تماشاگرانی که برای دیدن بازیهای لیگ برتر فوتبال ایران در استادیوم آزادی حاضر بودند توزیع شد. نتایج نشان داد که باورهای افراد نسبت به تبلیغات از طریق ورزش میتواند بر نگرش افراد نسبت به تبلیغات عام تأثیرگذار باشد. همچنین، باور اقتصادیبودن بیشتر از سایر باورهای افراد قدرت تبیینکنندگی نگرش افراد نسبت به تبلیغات از طریق ورزش را دارد. با عنایت به یافتههای مطالعۀ حاضر میتوان راهکارهایی را جهت تعیین استراتژی مؤثر تبلیغات از طریق ورزش فراهم نمود. | |
کلیدواژهها | |
مدل معادلات ساختاری؛ باورها؛ نگرش نسبت به تبلیغات از طریق ورزش؛ نگرش نسبت به تبلیغات عام | |
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