The Role of Beliefs Shaping Customersʹʹ View toward Advertising through Sport (Football) In Promoting the Brand Equity

For several years, advertising has been a strong communicational tool to promote products and to achieve such aims as sale, profit and brand promotion. One of the newest platform for advertising grown highly now is advertising through sport especially football as one of the most popular athletic fields. Regarding such importance, the present study is conducted to promote three aims in telecommunication service industry (Irancell Company). The first aim of this research is to identify the beliefs which shape audiences’ attitudes on advertising through sport particularly football. The second aim is that this research evaluates the effect of the beliefs forming the attitude toward football advertisings on the total attitude toward advertising. The ultimate aim is to study the impact of the attitude toward advertising on brand equity. The Present study is a survey which uses questionnaire to collect data. To achieve the aims of this research, 386 users of Irancell’s products and services who were exposed by football advertising were considered as the sample. To analyze data and to test research hypotheses and model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used. Research findings show the significant impact of such beliefs as “product information”, “social role and image”, “hedonism”, “annoyance factor”, “materialism”, “falsity”, “reputation” in football advertising on “attitude toward advertising” and the significant impact of “attitude toward advertising” in “brand equity”.