The effect of using ambush marketing on the brand personality of emerging sports businesses

Document Type : Research Paper

Authors

1 M.S. Sport Management, University of Tehran, Tehran: Iran.

2 Member of the faculty of physical education and sports science research institute

3 university of tehran

10.22080/jsmb.2023.25082.3823

Abstract

Introduction: Today, the birth of new brands and businesses is increasing rapidly, and each of them seeks to be recognized and influence the public mind. In this regard, one of the most important factors in the field of popularity and marketing is the created personality of a brand or business; The purpose of this research is to investigate the effect of using ambush marketing on the brand personality of emerging sports businesses.

Methodology: This research is semi-experimental in terms of practical purpose and in terms of data collection method, the subjects were divided into two experimental and control groups, each with a number of 20 people, data analysis was done by covariance analysis. The data collection tool was Brand Jones et al.'s (2009) personality questionnaire, the validity of which was evaluated by Khosh Khalq (2014) and its Cronbach's alpha coefficient was 0.81. The statistical population included emerging and new sports brands, two of which were selected through available sampling. Kolmogorov-Smirnov test was used to check the normal distribution of data. To check the homogeneity of variance, Lon's test was used, and to analyze the data and compare the average of the subjects' groups, the univariate test (analysis of covariance) was used with the help of SPSS version 19 software.



Finding: Based on the results of covariance analysis, it can be acknowledged that brand personality has a significant effect on emerging sports businesses (sig=0.030, F=5.120). Also, the significance of research components such as brand responsibility (sig=0.041, F=4.194), brand dynamism (sig=0.034, F=8.027), brand sensitivity (sig=0.040, F=5.002) F), brand boldness (sig=0.319, F=6.019) and brand simplicity (sig=0.020, F=5.292) were also determined on emerging sports businesses.

Results: According to the obtained results, it can be said that brand simplicity and brand dynamism are more important than other components of brand personality.

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Main Subjects

Journal of Sport Management and Motor Behavior

Articles in Press, Accepted Manuscript
Available Online from 05 December 2023

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