Studying brand equity in terms of beliefs shaping consumer's attitudes toward advertising through sport (football)

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, present study is conducted with three aims in telecommunication service industry. The first aim of this research is to identify beliefs which shape audiences’ attitudes on advertising through sport especially football. The second aim is that this research evaluates the impact of those identified beliefs which shape an attitude on football advertising on a general attitude on advertising. The ultimate aim is to study the impact of the attitude on advertising on brand equity. Present study is a survey. 386 users of Irancell who were exposed by football advertising as the sample. To analyze, 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”.