AMBUSH MARKETING ETHICS AND ITS RELATIONSHIP WITH THE BRAND IMAGE OF SPORTS

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Radi Edris; ganji Farid; SADEGHI BOROUJERDI SAEED; Ezadi Behzad

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

Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES
Year:2016 | Issue:9

Download Full-Text

View:

226

Download:

Information Seminar Paper

Title

AMBUSH MARKETING ETHICS AND ITS RELATIONSHIP WITH THE BRAND IMAGE OF SPORTS

Author(s)

Radi Edris | ganji Farid | SADEGHI BOROUJERDI SAEED | Ezadi Behzad | Issue Writer Certificate

Keywords

BUSINESS ETHICS

AMBUSH MARKETING

BRAND IMAGE

Abstract

INTRODUCTION: IN RESPONSE TO THE CHALLENGING MARKETING ENVIRONMENT THAT MARKETERS ENCOUNTER COMPANIES HAVE ENGAGED IN DEVELOPING STEALTH MARKETING AS A MARKETING STRATEGY. (1). ONE OF THE MARKETING STRATEGIES THAT HAVE ATTRACTED MUCH ATTENTION IN RECENT YEARS IS AMBUSH MARKETING. AMBUSH MARKETING OPERATION WAS DETECTED FOR THE FIRST TIME IN THE OLYMPIC GAMES IN LOS ANGELES IN 1994 (2). AMBUSH MARKETING MEANS USING STEALTH MARKETING PRACTICES THAT HAVE A REAL RELATIONSHIP WITH THE COMPANY THAT PRODUCES ADVERTISING OR SPONSORSHIP SO THAT THE MESSAGE IS CLEAR AND NOT DISCLOSED (3). TODAY, COMPANIES REQUIRE A BETTER UNDERSTANDING OF WHAT THE CONSUMERS CONSIDER BEING ETHICAL AND UNETHICAL BEHAVIOR WHEN IT COMES TO MARKETING STRATEGIES. FURTHERMORE, CONSUMERS’ PERCEPTION OF BRAND IMAGE IS IMPORTANT WHEN IT COMES TO CHOOSING BETWEEN BRANDS. ACCORDING TO BRUNK (2010) UNDERSTANDING THE ETHICAL ISSUES OF DIFFERENT MARKETING APPROACHES REGARDING BRAND IMAGE IS ESSENTIAL. WITH REGARD TO ETHICAL ISSUES IN AMBUSH MARKETING AND ALSO INCREASING USE OF IT, AMBUSHING COMPANIES, RESEARCHERS SEEK ANSWERS TO THE FOLLOWING QUESTIONS: "ALTHOUGH AMBUSH MARKETING ACTIVITIES ARE LEGALLY ACCEPTED IF THEY ARE MORALLY ACCEPTABLE? " IN ORDER TO ADVERTISE THEIR PRODUCTS AT MAJOR EVENTS SUCH AS FOOTBALL WATCHED SPORTS.METHODS: THIS RESEARCH IS DESCRIPTIVE AND FIELD STUDY WAS CONDUCTED. THE POPULATION INCLUDES CLIENT SHOPS SPORTS BRANDS IN TEHRAN, A HIGHER NUMBER OF 300 SUBJECTS WERE RANDOMLY SELECTED. DATA WAS COLLECTED THROUGH QUESTIONNAIRE. ACCORDING TO THE NORMALITY OF DATA, ONE SAMPLE T TEST FOR ETHICAL AND UNETHICAL MARKETING OF HIDES AND ALSO THE PEARSON CORRELATION COEFFICIENT WERE USED TO ASSESS ITS RELATIONSHIP WITH THE BRAND IMAGE.RESULTS: ONE-SAMPLE T TEST RESULTS SHOWED THAT CUSTOMERS OF SPORTS BRANDS, MARKETING HIDE NON-MORAL AS WELL AS THE RESULTS OF PEARSON CORRELATION COEFFICIENT INDICATES A NEGATIVE CORRELATION BETWEEN HIDDEN MARKETING AND BRAND IMAGE, IE, TO THE EXTENT THAT THERE IS NO KNOWLEDGE ABOUT THE HIDDEN MARKETING AND ALSO NOT INFORMATION ON THE IMPACT ON BRAND IMAGE.DISCUSSION AND CONCLUSION: THE RESULTS SHOWED THAT CUSTOMERS CONSIDER IMMORAL AMBUSH MARKETING. HOWEVER, THE EFFECT IS NOT SUFFICIENT TO INDUCE THE CUSTOMERS TO BUY PRODUCTS. THE RESULTS SHOWED THAT AMBUSH MARKETING HAS AN IMPACT ON THE BRAND IMAGE. THE RESULT CAN BE THE REASON FOR THE LACK OF AWARENESS AMONG CUSTOMERS OF THE AMBUSH MARKETING. IN GENERAL IT CAN BE SAID, CUSTOMERS OF SPORTS BRANDS, MARKETING STRATEGY HIDDEN IMMORAL KNOW YET WHEN CHOOSING YOUR BRAND OR PURCHASE PRODUCTS AMBUSHING COMPANIES DO NOT PAY MUCH ATTENTION TO.

Multimedia

No record.

Cites

No record.

References

No record.

Cite

APA: Copy

Radi, Edris, ganji, Farid, SADEGHI BOROUJERDI, SAEED, & Ezadi, Behzad. (2016). AMBUSH MARKETING ETHICS AND ITS RELATIONSHIP WITH THE BRAND IMAGE OF SPORTS. INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES. SID. https://sid.ir/paper/918554/en

Vancouver: Copy

Radi Edris, ganji Farid, SADEGHI BOROUJERDI SAEED, Ezadi Behzad. AMBUSH MARKETING ETHICS AND ITS RELATIONSHIP WITH THE BRAND IMAGE OF SPORTS. 2016. Available from: https://sid.ir/paper/918554/en

IEEE: Copy

Edris Radi, Farid ganji, SAEED SADEGHI BOROUJERDI, and Behzad Ezadi, “AMBUSH MARKETING ETHICS AND ITS RELATIONSHIP WITH THE BRAND IMAGE OF SPORTS,” presented at the INTERNATIONAL CONGRESS ON PHYSICAL EDUCATION AND SPORT SCIENCES. 2016, [Online]. Available: https://sid.ir/paper/918554/en

Related Journal Papers

No record.

Related Seminar Papers

No record.

Related Plans

No record.

Recommended Workshops