The Effect of Promotional Tools on Conveying Brand Identity from Sport Consumers’ Viewpoint in the Country’s Premier League

Abstract

The economic environment and business, advertising in sport is one of the ways that most companies to manage the brand, its products and expanding its market in the country. The aim of the present study investigates the effects of advertising on transfer of brand identity from the perspective of sports consumers in Premier League football. This study on the nature and purpose and in terms of descriptive and correlational in terms of search data, a survey was carried out that way. After face and content validity, reliability test using Cronbach's alpha for the questionnaire, the effect of advertising tools 0.89, questionnaire transfer brand identity was 0.86, respectively. In order to analyze the data, descriptive and inferential statistical methods for the calculation and processing information, and also Spss software packages and LISREL were used. The study findings also confirmed the emergence of structural equation and the findings of other researchers, showed a promotional tool to transfer of brand identity from the perspective of the Sports consumer was significant effect (Chi-Square/df=2/04, RMSEA=0/059, P-Value =0/0001). The effect of each variable prioritize research also showed use of tool television advertising has the greatest impact on consumers transfer of brand identity. According to the results, it can be said that managers, marketers and planners of advertising companies, organizations and clubs and sporting goods service provider using of the effectiveness of each advertising tool and provide an integrated program of tools and to inform, remind and convince consumers can transfer of brand identity or brand and achieve their advertising goals.