Survey of Physical Education Students' Attitudes toward Advertising of well-known sports mascots (case study: Puma brand) | ||
| Journal of Sociological and Managerial Analysis in sports | ||
| Volume 2, Issue 6, Summer 2021 PDF (366.58 K) | ||
| Abstract | ||
| Sports mascots can be used as a good provider of consumer products in advertising and product marketing (from a consumer perspective); On the other hand, understanding the proper insight into the attitudes of sports consumers influenced by different factors can be effective in this regard. Therefore, the present study aims to analyse the attitude of physical education students towards the advertising of well-known sports mascots (case study: Puma brand). The methodology of this study is a descriptive survey; by purpose, it is a type of applied study. Estimating sample size in this study was done using SPSS Sample power software based on the objectives and assumptions of the research and using the tool considered (questionnaire); the assumptions considered in the form of statistical methods were analysed by Smart PLS 3 software. This study's findings indicate no significant difference between male and female students' attitudes toward the Puma sports mascot. Overall, students had a favourable and effective attitude toward Puma sports mascot advertising in the sports context. On the other hand, there was a significant difference in age concerning students' attitudes to Puma's well-known sports mascots. It is therefore recommended to marketers and practitioners that, according to the psychological characteristics of individuals, consider age groups and gender segregation to implement their advertising strategies in the context of sport. | ||
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