رابطه بين استفاده از تصاوير ورزشي در تبليغات و رفتار مصرفي تماشاچيان مسابقات ورزشي

The Relationship Between the Use of Sports Images in Advertisements and the Consumerʹs Behavior

The present study was conducted to analyze the relationship between the use oj sports images in advertisement and the consumerʹs behavior. The research community was the sports spectators in Tehran. Statistical sample was gained through cluster sampling. For this reason, 300 people took part in the research. For gathering research data, Almdartou questionnaire was used with some changes some experts recommended. The results show that the use of sport images is significantly related to consumer behavior rather than non - sport images and in fact this is an important factor in process of consumerʹs purchase. The result between individual factors of consumer behavior and the use of sport images shows that it highly influences the consuming behavior of well educated and wealthy people. Thus considering the result of this study and adjusting with subjective benefits from sport images for large companies and the following high profit through this way could present an appropriate process for act ice marketers of local compaines to advertise through sport and sport fames for more effectiveness and less expenses.