fereshteh aghajani

Online advertising has become a crucial tool for sports teams, marketers, and retailers looking to engage with fans and boost sales of sports-related products. This study examines the effect of online advertising of football players on fans' purchase intention, with the mediating role of players' popularity.

The research is classified as applied, using a descriptive research method and cross-sectional survey research design. The statistical population of this study includes football fans in Iran. The sampling method in this study was non-probability convenience sampling (200 fans). A four-part questionnaire was used to collect data. Then partial Least Squares Structural Equation Modeling (PLS 3.0) was used for data analysis.

Paying attention to these indicators is of great importance in implementing the model of the impact of online advertising on the intention to purchase football fans. Therefore, based on the study's findings, the model of the effects of online advertising on the intention to buy football fans is confirmed. Based on the results obtained from the combined reliability, extracted variance, model fit coefficient, and goodness-of-fit index in the path analysis, the model is consistent with suitable empirical and theoretical assumptions and has a good fit. Therefore, the model of the impact of online advertising on the intention to purchase football fans is confirmed.

This research evaluated the mediating role of football players' popularity on fans' purchase intention.

The purpose of this study is to examine the tendency towards sports brands based on consumption experience among women. Accordingly, hypotheses were proposed and a conceptual model was considered for the research in which the variable of brand experience along with its components (emotional, emotional, intellectual and behavioral) was considered as an independent variable and brand selection as a dependent variable. The present study is a descriptive/analytical study based on a practical study goal. The statistical population of the study includes female who consumers of sports brands in the city of Tabriz. The sample size is estimated using the Krejcie & Morgan estimation due to the unknown number of the statistical population, 384 female customers of sports clubs and stores. Zarantonello and Schmitt (2010) brand experience questionnaire was used to measure brand experience and a researcher-made questionnaire was used to measure brand tendency. The questionnaire has five Likert scale options. The software Spss24 was used in order to analyze the data from the Kolmograph-Smirnov,test, the Pearson correlation coefficient, and the Regression test. The results of the analysis showed that the brand experience with all its components has a positive and significant effect on the selection of sports goods brand.   

The purpose of this study is to examine the tendency towards sports brands based on consumption experience among women. Accordingly, hypotheses were proposed and a conceptual model was considered for the research in which the variable of brand experience along with its components (emotional, emotional, intellectual and behavioral) was considered as an independent variable and brand selection as a dependent variable. The present study is a descriptive/analytical study based on a practical study goal. The statistical population of the study includes female who consumers of sports brands in the city of Tabriz. The sample size is estimated using the Krejcie & Morgan estimation due to the unknown number of the statistical population, 384 female customers of sports clubs and stores. Zarantonello and Schmitt (2010) brand experience questionnaire was used to measure brand experience and a researcher-made questionnaire was used to measure brand tendency. The questionnaire has five Likert scale options. The software Spss24 was used in order to analyze the data from the Kolmograph-Smirnov,test, the Pearson correlation coefficient, and the Regression test. The results of the analysis showed that the brand experience with all its components has a positive and significant effect on the selection of sports goods brand.