The effect of color and logo in the environmental advertising of football stadiums on brand loyalty with the mediation of brand awareness; Snowa brand case study
Poster Presentation
Paper ID : 1585-SSRC
Authors
1ندارم
2Department of Sport Management and Media, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran
3هیئت علمی
Abstract
Introduction: Among all kinds of sports, football provides a suitable platform for the advertising of big companies. Advertisements are done in various ways such as advertisements inside the stadium, commercials that are aired during games, printed advertisements on clothes and sports equipment, etc. by companies. The present .study examines the effect of color and logo in environmental advertising around the football field on customer loyalty with the mediating role of brand awareness
Methodology: In terms of purpose, the research is applied, and in terms of method, it is descriptive-survey, in terms of field implementation, and correlation type. The statistical population of this research is the spectators of football matches in Azadi Stadium in 1402. According to the number of questions in the questionnaire as well as Steve's (2002) suggestion of 5 to 15 samples per question, 250 people were selected as samples. The research tools included the loyalty standard questionnaire (Sahin and Atilgan 2011), awareness (Boyle et al. 2011). Also, a researcher-made questionnaire was designed for the variable of visual features including logo and color. In order to analyze the data, structural equation modeling was used with SmartPLS3 software.
Findings: The results of the research showed that color and logo do not directly affect the audience's loyalty to the advertisement made in the stadium. But, according to research results, color and logo lead to creating loyalty in customers through brand awareness. (The value of T for color-awareness, logo-awareness and awareness-loyalty relationship was 3.4, 7.9 and 2 respectively) and awareness was determined as a strong mediator.
Discussion and conclusion: due to the fact that environmental advertisements are exposed to the eyes of people, the design and appearance of advertisements is of particular importance, therefore, according to the results of this research, it is suggested to the companies active in this field to use the appropriate combination of colors. and use logos in their advertisements to increase the effectiveness of their advertisements.
Methodology: In terms of purpose, the research is applied, and in terms of method, it is descriptive-survey, in terms of field implementation, and correlation type. The statistical population of this research is the spectators of football matches in Azadi Stadium in 1402. According to the number of questions in the questionnaire as well as Steve's (2002) suggestion of 5 to 15 samples per question, 250 people were selected as samples. The research tools included the loyalty standard questionnaire (Sahin and Atilgan 2011), awareness (Boyle et al. 2011). Also, a researcher-made questionnaire was designed for the variable of visual features including logo and color. In order to analyze the data, structural equation modeling was used with SmartPLS3 software.
Findings: The results of the research showed that color and logo do not directly affect the audience's loyalty to the advertisement made in the stadium. But, according to research results, color and logo lead to creating loyalty in customers through brand awareness. (The value of T for color-awareness, logo-awareness and awareness-loyalty relationship was 3.4, 7.9 and 2 respectively) and awareness was determined as a strong mediator.
Discussion and conclusion: due to the fact that environmental advertisements are exposed to the eyes of people, the design and appearance of advertisements is of particular importance, therefore, according to the results of this research, it is suggested to the companies active in this field to use the appropriate combination of colors. and use logos in their advertisements to increase the effectiveness of their advertisements.
Keywords