مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Persian Verion
Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

video

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

sound

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Persian Version

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

View:

417
Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Download:

0
Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Cites:

Information Journal Paper

Title

The Effect of Intensity of Football Support on Visual Attention to the Brand of the Iran Premier League Clubs Shirts Sponsor by Neural Marketing

Pages

  997-1014

Abstract

 The present study aimed to investigate how significant and effective the visual attention of the spectators can be for brand visibility, based on neuroscience and eye tracking technique. The present study was applied in terms of objectives and semi-experimental in nature. The statistical population consisted of 75 male football spectators in 5 groups (each group 15 subjects) aged between 18 and 60 who were tested with an eye tracking device according to the neuroscience protocol. For quantitative analysis, the obtained data were transformed into quantitative data using SPSS 25 software and data were analyzed using descriptive and inferential statistics. The variance analysis was used to test the hypotheses (95%). The results showed that the intensity of attitudinal and behavioral support and also interest in football influenced the visual attention to the shirt logo given the stimulant range. It seems that sponsors need to understand conscious and unconscious thoughts and messages of the spectators and align their ads with their specific and desired messages in order to achieve their goals, i. e., to be seen better, and thus to increase the sales and revenue of their products and services through advertising on athletes' shirts.

Cites

  • No record.

    • References

  • No record.

    • Cite

    APA: Copy

    Nazari, Dorsa, HAMI, MOHAMMAD, Bagherian Farahabadi, Mohsen, & Shakeri, Nader. (2021). The Effect of Intensity of Football Support on Visual Attention to the Brand of the Iran Premier League Clubs Shirts Sponsor by Neural Marketing. SPORT MANAGEMENT (HARAKAT), 12(4 ), 997-1014. SID. https://sid.ir/paper/390621/en

    Vancouver: Copy

    Nazari Dorsa, HAMI MOHAMMAD, Bagherian Farahabadi Mohsen, Shakeri Nader. The Effect of Intensity of Football Support on Visual Attention to the Brand of the Iran Premier League Clubs Shirts Sponsor by Neural Marketing. SPORT MANAGEMENT (HARAKAT)[Internet]. 2021;12(4 ):997-1014. Available from: https://sid.ir/paper/390621/en

    IEEE: Copy

    Dorsa Nazari, MOHAMMAD HAMI, Mohsen Bagherian Farahabadi, and Nader Shakeri, “The Effect of Intensity of Football Support on Visual Attention to the Brand of the Iran Premier League Clubs Shirts Sponsor by Neural Marketing,” SPORT MANAGEMENT (HARAKAT), vol. 12, no. 4 , pp. 997–1014, 2021, [Online]. Available: https://sid.ir/paper/390621/en

    Related Journal Papers

  • No record.

    • Related Seminar Papers

  • No record.

    • Related Plans

  • No record.

    • Recommended Workshops






    Move to top