Construction, validity and reliability of Iranian tool for measuring advertising effectiveness through sport Based on the AIDA model

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Keshmiri nasim; ELAHI ALIREZA; Akbari Yazdi Hosein

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Journal: SPORT MANAGEMENT AND DEVELOPMENT Year:2018 | Volume:7 | Issue:3 (15) Page(s): 116-138

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Information Journal Paper

Title

Construction, validity and reliability of Iranian tool for measuring advertising effectiveness through sport Based on the AIDA model

Author(s)

Keshmiri nasim | ELAHI ALIREZA | Akbari Yazdi Hosein | Issue Writer Certificate

Keywords

validationQ1

confirmatory factor analysisQ1

the effectiveness of advertisingQ2

advertising through sportsQ1

Abstract

Objective: Advertising impact assessment is one of the important parts of advertising plan. In this regard, advertising through sport need a standard and specific tool. The aim of this study was design a questionnaire advertising effectiveness through sport based on AIDA model and then to determine validity and reliability of it. Methodology: The opinions of expert`s group used to determine the content and face validity of questionnaire. Also to determine the construct validity and reliability, first, among the present spectators in Azadi Stadium, 45 people in the pilot study and 366 people participated in the main study. Results: The results of confirmatory factor analysis (CFA) show the confirmation of construct validity of Measurement tool and the results of internal consistency with using Cronbach's alpha (α =0. 84) and composite reliability (CR= 0. 91) was acceptable. Conclusion: This tool can clearify impact challenges of successful advertisement by evaluating 4 concesctive steps of evaluation of advertisement effectiveness model (AIDA model). This tool have ability to assessment of advertisement through sport effectiveness and it can be use by corporate that have advertisement through sport for their product and marketing and advertising researchers.

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APA: Copy

Keshmiri, nasim, ELAHI, ALIREZA, & Akbari Yazdi, Hosein. (2018). Construction, validity and reliability of Iranian tool for measuring advertising effectiveness through sport Based on the AIDA model. SPORT MANAGEMENT AND DEVELOPMENT, 7(3 (15) ), 116-138. SID. https://sid.ir/paper/373375/en

Vancouver: Copy

Keshmiri nasim, ELAHI ALIREZA, Akbari Yazdi Hosein. Construction, validity and reliability of Iranian tool for measuring advertising effectiveness through sport Based on the AIDA model. SPORT MANAGEMENT AND DEVELOPMENT[Internet]. 2018;7(3 (15) ):116-138. Available from: https://sid.ir/paper/373375/en

IEEE: Copy

nasim Keshmiri, ALIREZA ELAHI, and Hosein Akbari Yazdi, “Construction, validity and reliability of Iranian tool for measuring advertising effectiveness through sport Based on the AIDA model,” SPORT MANAGEMENT AND DEVELOPMENT, vol. 7, no. 3 (15) , pp. 116–138, 2018, [Online]. Available: https://sid.ir/paper/373375/en

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