The Relationship of Individuals’ Attitude toward Advertising Through Sports with Their Beliefs: A Study of Football Spectators

CITE: Kordlu, Elahi, Khodayari, The Relationship of Individuals’ Attitude toward Advertising Through Sports with Their Beliefs: A Study of Football Spectators, Research in Sport Management & Motor Behavior, 2020: 10(20): 17-30 ABSTRACT The purpose of this research is to predict the individual's attitude through their beliefs about advertising by using sports. This research is practical and is of the correlation method which was carried out as a field study. The statistical population was the spectators present at Azadi Stadium and according to the content of Cochran sample, 342 of the spectators were randomly chosen and filled in the questionnaire of advertising through sport called pyun (2006). The result of the regression analysis revealed that all the components of belief including the product information, social role and image, pleasure, annoying, good for economy, materialism and falsity had the capability of predicting the individual's attitude toward advertising through sport. The component good for economy had the most effect and materialism had the least effect on the individual's attitude toward advertising through sports. According these results, it is we essential pay attention to the quality and price of the predicts. On the other hand, we should use the advertising which are according to the culture of each in order to be more effective and attract the individual's attitude toward advertising through sports. 1. Hossein Kordlu, (Ph. D Student) University of Mohaghegh Ardabili , Ardabil, Iran.