The cause and effect relation between beliefs, attitude toward advertising through sport and attitude toward common advertising: the results of structural equations model

This research has been performed to determine the cause and effect relationship between beliefs، attitude toward advertising through sport and attitude toward common advertising by using structural equations model. The statistical population was the spectators present at Azadi Stadium. For this purpose، were distributed among 324 spectators of primer league of Iran football game in Azadi stadium. The results showed that individuals'' beliefs toward advertising through sport، can effect on their attitude toward common advertising. Also، among the individuals'' beliefs، the belief of good for economy is more powerful in clarification of individuals'' attitude toward advertising through sports than other beliefs. By using the results of study we can provide some ways in order to determine the effective strategy of advertising through sport.