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A measurement tool standardization of beliefs in advertising through sport

Volume 5, Issue 9 (4-2015)
Abstract

The purpose of present study was to standardize the measurement tool of beliefs
in advertising through sport. Following the permit was taken from the owner of
the questionnaire (Pyun, 2006), questionnaire by the three-stage translation
method and introductory study performed. Population of the study was all the
spectators that attended in the Azadi Stadium, 342 samples were selected
randomly. 27 items were included in the questionnaire with seven components
(being economic, product information, falsity, materialism, social image and role,
annoying, pleasure). Questions were analyzed by the 5-likert scale. To determine
the formal and content validity of the tool, viewpoints of experts in sport marketing
were used. To determine the structure validity of the tool, CFA was applied by
using LISREL package. Analysis of the structure validity of the tool showed that
items of the questionnaire had an appropriate factor load. The results showed
that the indices of the model had an appropriate goodness of fit2.45¬df=/2x,
RMSEA=0.065, GFI=0.94, AGFI= 0.95 approved the indexes. Cronbach’s Alpha
coefficients of the reliability of the seven components were between 0.70 to
0.730.Given the confirmation of relevant tool in this study; other researchers can
use this tool to measure the customers’ belief advertisement through sport.


The Relationship of Individuals’ Attitude toward Advertising Through Sports with Their Beliefs: A Study of Football Spectators
Hossein Kurdlo, Dr Alireza Elahi, Dr Abass Khodayari,
Volume 10, Issue 20 (11-2020)
Abstract
The purpose of this research is to predict the individual's attitude through their beliefs about advertising by using sports. This research is practical and is of the correlation method which was carried out as a field study. The statistical population was the spectators present at Azadi Stadium and according to the content of Cochran sample, 342 of the spectators were randomly chosen and filled in the questionnaire of advertising through sport called pyun (2006). The result of the regression analysis revealed that all the components of belief including the product information, social role and image, pleasure, annoying, good for economy, materialism and falsity had the capability of predicting the individual's attitude toward advertising through sport. The component good for economy had the most effect and materialism had the least effect on the individual's attitude toward advertising through sports. According these results, it is we essential pay attention to the quality and price of the predicts. On the other hand, we should use the advertising which are according to the culture of each in order to be more effective and attract the individual's attitude toward advertising through sports.

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