مجلة البشائر الاقتصادية
Volume 11, Numéro 3, Pages 561-575
2025-12-04
The Role Of Sports Media In Shaping The Mental Image Of Sponsoring Institutions Among National Team Fans: A Case Study Of Mobilis
Authors : Abdellaoui Radja . Sirat Samia . Benali Amina .
Abstract
This research aims to explore the impact of sports media on shaping the mental image of sponsoring institutions among fans of the national football team, focusing on the case study of Mobilis in Algeria. The study relied on three main dimensions of mental image: cognitive, emotional, and behavioral. Data were collected through a questionnaire directed to a random sample of 104 active participants from the city of Bechar and analyzed using SPSS, with sports media considered the independent variable, while mental image and its dimensions were considered dependent variables. The results showed a significant positive impact of sports media on mental image formation, with the greatest impact on the cognitive dimension (correlation coefficient R = 0.775), followed by the emotional dimension (R = 0.625), and then the behavioral dimension (R = 0.403). The study confirms the role of sports media in promoting sports knowledge, positive attitudes, and loyalty among fans, highlighting its importance in shaping values, beliefs, and behaviors.
Keywords
behavioral dimension ; cognitive dimension ; emotional dimension ; mental image ; sports media
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