نوع مقاله : مقاله پژوهشی
1 دکتری مدیریت ورزشی دانشگاه مازندران، بابلسر، ایران
2 دانشیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران
عنوان مقاله [English]
The aim of this study was to design a model of the effect of advertisement on brand development in Persepolis club with an emphasis on the mediating role of brand personality. The current study was descriptive and correlation in terms of data collection and application in terms of aims which was conducted as a field study. The statistical population included the whole spectators of one of Persepolis football games who bought the tickets and attended the stadium. 350 spectators were selected by convenience sampling method. The required data were collected with a questionnaire. To designing the items of the questionnaire, studies on advertisement, brand personality and brand development were reviewed. After some consulting meetings were held, the items were checked by research group and the experts’ viewpoints were collected, the questionnaire was designed. Content and construct validity were used to measure the validity of the items. Content validity was determined and approved by a group of academic experts. Construct validity was conducted using exploratory factor analysis and confirmatory factor analysis so that KMO was more than 0.80. Also, the reliability of items was approved by Cronbach’s alpha coefficient. Structural equation modeling was used to analyze the data. The results showed that advertisement had the impact factor (0.51) on brand development and (0.55) on brand personality. Also, the impact factor of brand personality on brand development was (0.59). Finally, given the findings resulted from this model, managers and marketers of sport clubs are recommended to discover those factors influencing brand personality and to pay attention to advertising techniques for brand development.