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Designing a model of factors affecting the transfer of concepts of advertising teasers in Consumer buying behavior of sports products

Volume: 74  ,  Issue: 1 , April    Published Date: 21 April 2021
Publisher Name: IJRP
Views: 55  ,  Download: 24 , Pages: 103 - 115    
DOI: 10.47119/IJRP100741420211844

Authors

# Author Name
1 Mirza Hasan Hosseini
2 Soheila Shakoori Yadegari

Abstract

Today, manufacturers of sports products, due to the variety and mass production of products in the market and competitive conditions, are forced to use advertising as one of the most effective marketing strategies. However, the realization of this important condition depends on the perceived usefulness of consumers and their intention to buy. Therefore, the present study aims to design and explain the factors affecting the transmission of advertising teaser concepts to consumers of sports products using the data approach. Therefore, by using theoretical and purposeful sampling method, the required data are obtained through in-depth and semi-structured interviews with 21 senior managers and executives in the field of advertising and academic experts in the field of marketing management and sports marketing. The study has appropriate information, collected and analyzed in three stages of open, axial and selective coding in the form of 5 main categories including causal factors (factors related to the message, factors related to the media), contextual factors (factors related to Message audience and advertising-related factors), interfering factors (messaging disorders), strategies (advertising strategies in the field of branding, information advertising strategies and transfer advertising strategies) and consequences (Advertising effectiveness and sales promotion) were presented.