Affecting of Ambush Marketing on Purposes of Sponsors' Through Brand Development

Document Type : Original Article

Authors

1 Assistant Professor , department of physical Education and Sport Sciences,Qazvin Branch, Islamic Azad University, Qazvin, IranAssistant Professor , department of physical Education and Sport Sciences,Qazvin Branch, Islamic Azad University,

2 Assistant Professor, department of physical Education and Sport Sciences,Qazvin Branch, Islamic Azad University, Qazvin, Iran

Abstract

 objective: Due to ambiguity and environmental tensions, use of new marketing methods at the domestic level has increased purpose of this study was to investigate the Ambush marketing: With Modeling Approach The Achievement On purposes of Sponsorship Through Brand Development in Iran football Premier League  Metodology: This research is an applied and descriptive-analytical study and its statistical population was all employees and managers of sponsoring companies participating in the Iranian Premier League (N = 1500). The statistical sample was selected according to Morgan table (313 persons) by available sampling and finally 313 persons completed the questionnaires. After confirming validity and reliability of the analysis questionnaire using SPSS 16 software in the descriptive section and in the hypothesis review section, structural equation modeling and SMARTPLS software were used.  Finding: The results showed that ambush marketing had a direct and significant effect on the achievement of sponsors ‘objective by mediating the brand development.  Conclution:Among impact of ambush marketing dimensions on achieving the objective of sponsors ambush - direct marketing has the most impact and ambush marketing - implicit has the least impact and also among the impact of ambush marketing on the dimensions of sponsors' objective, its impact on the corporate's objective Has had the least impact on marketing objective.

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History

  • Receive Date: 22 July 2020
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

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