Oral / Poster Presentation File
1Sports Marketing Management, Payame Noor University, Karaj, Alborz, Iran
2Associate Professor of Sports Management, Payame Noor University, Tehran, Iran
The purpose of this study is to investigate the role of advertising in promoting the special value of the Adidas brand in Karaj customers.
The present is applied in terms of purpose and is of descriptive-correlation type. The statistical population of all male and female customers of Adidas brand in Karaj was unlimited. Sampling method was available non-randomly. The statistical sample size was selected using Krejcie-Morgan table of 278 people. Data were collected using the Eggret and Yolaga (2020) Special Value Questionnaire and the Jang (2007) Advertising Questionnaire. The reliability of the questionnaires for the advertising variable was 0.86 and the brand equity was 0.81, respectively. Pearson correlation coefficient and regression analysis were used to analyze the data with the help of SPSS and PLS Smart statistical software.
The results indicate that the variable of advertising is directly related to the promotion of brand equity. Advertising has a significant effect on each of the dimensions of brand equity such as satisfaction, purchase intention and verbal expression. Use them as an effective tool in communication and advertising.
