2017, Vol. 2, Issue 1
A study on role of advertising media for sports marketing in India
Author(s): Dr. Bharati Vats
The purpose of the study was to test whether the Advertising Media for Sports Marketing in India upgraded the brand promotion and Sports awareness and how Advertising Media through branding in sports marketing, which was stated as the advertising in Sports event measuring the exact benefits of collective sports marketing, sponsorship, brand development and athlete's identity leads to affirmative sports culture in India. A total 2000 subjects were selected for the purpose of the study. The sample were selected from various areas which were directly and indirectly related to the conduct of the Games Delhi like organizing committee, all stakeholders and partners Governmental Publications, Athletes, Youth studying in University of Delhi and Public representatives. Non-availability of standard questionnaire on current study, scholar had opted to construct a questionnaire. Almost every care was taken to prepare questionnaire ensuring maximum coverage of area of investigation to procure maximum, worthwhile meaningful and true response from the selected sample. Attempt was made to make the questions simple, clear leaving no room for ambiguity. For judging the personal value questionnaire, the responses were scored a weight-age of 5, 4, 3, 2, 1 (√) points was assigned to Excellent, Good, Average, Poor and Very Poor respectively. The data was analyzed with the help of the Chi-Square to determine the association with the scores in relation with Advertising Media for Sports Marketing in India. For the testing significance of response given by the respondents the level of significance chosen was 0.05. The current research empirically examines theoretical relationships among the four constructs (i.e., sports fan involvement, sponsor awareness, corporate image and future purchase intention) of the sponsorship effectiveness. It was concluded that it helps companies to form a correlation in the customers' minds, so the sports fan can have loyalty towards sponsors services or products through it. It was also concluded that that sponsorship awareness would have a direct positive effect on corporate image and the intention to purchase a sponsor's products.
Pages: 375-379 | 729 Views 10 Downloads
How to cite this article:
Dr. Bharati Vats. A study on role of advertising media for sports marketing in India. Int J Physiol Nutr Phys Educ 2017;2(1):375-379.