Psychological Effects of Advertising in Cyberspace on Iranian Brand Equity and Marketing Mix

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Dastgheib Seyyedeh Razieh; TORKFAR AHMAD; Mirhosseini Seyyed Mohammad Ali; Jamshidian Leila

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Journal: Sport Management Journal Year:2021 | Volume:13 | Issue:3 Page(s): 797-815

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Title

Psychological Effects of Advertising in Cyberspace on Iranian Brand Equity and Marketing Mix

Author(s)

Dastgheib Seyyedeh Razieh | TORKFAR AHMAD | Mirhosseini Seyyed Mohammad Ali | Jamshidian Leila | Issue Writer Certificate

Keywords

Marketing mixQ2

Sports brandsQ1

AdvertisingQ2

PsychologicalQ1

cyberspaceQ1

Abstract

The purpose of the present study was to investigate the Psychological effects of Advertising in cyberspace on Iranian brand equity (focused on Sports brands) and Marketing mix. Based on purpose, it was applied study and considering data collection, it was descriptive-survey. The research tools were three questionnaires including the Psychological effects of Advertising in cyberspace, Kotler’ s Marketing mix Questionnaire (2008) and Sarmad & Bazargan’ s Brand Equity Inventory (2005). First (qualitative part), to conduct the field interview, the statistical population included the prominent sports marketing professors collaborating with leading manufacturers of Iranian Sports brands. These individuals were purposively selected for qualitative interviews. Fourteen interviews with twelve individuals were conducted to reach the theoretical saturation. After collecting data of qualitative part, a questionnaire was developed and distributed among customers of Iranian Sports brands. Due to the uncertainty of the exact number of all customers, the maximum sample size (384 based on Morgan table) was surveyed. Skewness and Kurtosis indices were used to evaluate the (normal or abnormal) distribution of data. To formulate the measurement and structural model, SPSS version 24 and Smart software PLS version 2. 0 were used. The results showed that Psychological factors (enjoyment, positive attitude and positive emotion) had a significant effect on the Iranian brand equity and Marketing mix.

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APA: Copy

Dastgheib, Seyyedeh Razieh, TORKFAR, AHMAD, Mirhosseini, Seyyed Mohammad Ali, & Jamshidian, Leila. (2021). Psychological Effects of Advertising in Cyberspace on Iranian Brand Equity and Marketing Mix. SPORT MANAGEMENT (HARAKAT), 13(3 ), 797-815. SID. https://sid.ir/paper/410177/en

Vancouver: Copy

Dastgheib Seyyedeh Razieh, TORKFAR AHMAD, Mirhosseini Seyyed Mohammad Ali, Jamshidian Leila. Psychological Effects of Advertising in Cyberspace on Iranian Brand Equity and Marketing Mix. SPORT MANAGEMENT (HARAKAT)[Internet]. 2021;13(3 ):797-815. Available from: https://sid.ir/paper/410177/en

IEEE: Copy

Seyyedeh Razieh Dastgheib, AHMAD TORKFAR, Seyyed Mohammad Ali Mirhosseini, and Leila Jamshidian, “Psychological Effects of Advertising in Cyberspace on Iranian Brand Equity and Marketing Mix,” SPORT MANAGEMENT (HARAKAT), vol. 13, no. 3 , pp. 797–815, 2021, [Online]. Available: https://sid.ir/paper/410177/en

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