The effect of visual aspects of environmental advertising on customer loyalty with the mediating role of brand awareness and preference in football stadium: (Case study of Snowa brand)

Document Type : Original Article

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1 ....

2 Tehran ولنجک دانشگاه شهید بهشتی

10.22034/sms.2024.141088.1335

Abstract

The purpose of this research is to investigate the effect of visual dimensions in environmental advertising around the football field on customer loyalty with the mediating role of brand awareness and brand preference. The statistical population of this research was people who went to Azadi Stadium to watch football, and according to Morgan's table, according to the unlimited statistical population, 384 people were selected as the research sample, and available sampling was used. The research tool included Boyle et al.'s brand awareness questionnaire (2013), Ebrahim et al.'s brand preference (2016), Sahin et al.'s brand loyalty (2011) and researcher-made visual dimensions section. Also, structural equation modeling with PLS software was used to analyze the data. Based on the obtained results, the relationship between visual dimensions and the two variables of brand awareness and brand preference is significant, but it has no significant relationship with loyalty. In addition, brand awareness has no significant relationship with brand loyalty, and brand preference plays a role as a mediating variable between visual dimensions and brand loyalty. Considering that environmental advertisements are designed and implemented with the aim of attracting attention and positive impact on consumers, paying attention to the visual dimensions of these advertisements is of particular importance, and companies active in this field can increase the effectiveness of advertisements by using the appropriate combination of these dimensions. increase their environment and lead to creating awareness and preference towards their brand and finally create brand loyalty in consumers through creating preference towards their brand.

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