Fatemeh Abdavi; Zahra Abdolalinejad
Abstract
Objective: The aim of this study was Consider how the internet advertising effects on sport brand equity. Methodology: This is a field study and it is descriptive in nature The population was include customers of sport goods brand of Majid in Tabriz that the sample, because of the unlimited population, ...
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Objective: The aim of this study was Consider how the internet advertising effects on sport brand equity. Methodology: This is a field study and it is descriptive in nature The population was include customers of sport goods brand of Majid in Tabriz that the sample, because of the unlimited population, is inclusive of 348 people based on random sampling. In order to collecting data, the effect of Internet advertising questionnaire Moqimi (1391) and evaluation of brand equity questionnaire based on Aaker (1991) were used. Regression statistical method was used to analyze the data. Results: The results showed that Internet advertising effects on factors of brand equity as perceived quality, brand association, brand loyalty and brand awareness has a significant impact. Conclusion: Managers of companies to promote sport good brand equity should initially identify strengths and weaknesses in their organizations and advertising programs use the Internet as an effective means of communication and advertising
forough mohammadi; Mahsomeh Kalatehsefari; Nariman Rahmanitabar
Abstract
Objective: The main objective of this study was to design the brand's impact on organizational effectiveness of Internet advertising in women aerobics clubs Kermanshah province. Methodology: The study was a descriptive - correlation and analysis. The study population consisted of all employees are women ...
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Objective: The main objective of this study was to design the brand's impact on organizational effectiveness of Internet advertising in women aerobics clubs Kermanshah province. Methodology: The study was a descriptive - correlation and analysis. The study population consisted of all employees are women aerobics clubsKermanshah province, of which there are 110 cases against 180 people who were selected by simple random sampling, Mohammedan et al standard questionnaire online advertising effectiveness (1389) and a questionnaire regarding the corporate brand resident Moghimi et al (1390) were used. Face and content validity of the questionnaire was confirmed by experts in sports management. Cronbach's alpha reliability. For data analysis, descriptive and inferential statistical procedures including confirmatory factor analysis was performed with the help of two software SPSS.V.20 and AMOS.V.18. Results: The results show the effectiveness of online advertising and its dimensions on the matter of corporate brand and size by a factor of Route 058/0 affect the positive and meaningful. Finally, the model above is desirable. Conclusion: Internet advertising can be effective for managers and marketers to do better planning for corporate brand and opportunities for sports activities affect women.
