behzad divkan; farshad tojari
Abstract
The aims of this study is to explore Testing The Model of Emotional Marketing in Consumers of sport for all. Sampling consisted of 384 consumers (220 female & 164 male) by using of the cluster sampling elected by 22 municipal regions of Tehran city. Participants completed a questionnaire package ...
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The aims of this study is to explore Testing The Model of Emotional Marketing in Consumers of sport for all. Sampling consisted of 384 consumers (220 female & 164 male) by using of the cluster sampling elected by 22 municipal regions of Tehran city. Participants completed a questionnaire package containing Emotional intelligence questionnaire (braket ,2006) Emotional marketing (park Hyeyoung,2012) and satisfaction consumer(matila,2011) contains. Result showed there were a relationship between Emotional intelligence and Emotional marketing variables.Also from among the dimensions of emotional marketing the only perception emotional labor and coping strategy A meaningful precondition was the explanation of satisfaction with the use of sports services. Considering the research findings The characteristics of emotional responses of individuals with regard to emotional activities in many researches have been considered, sports enthusiasts engage in emotional stimuli in an exercise environment, These emotions are seen positively and negatively, and in sports enthusiasts with incentives related to the process of consumption and goals. Therefore, the estimation of events is created mentally by the individual and is interpreted and evaluated. Accordingly, emotional marketing is based on the process consumers face with unpredictable services. In the overall analysis of the model, the result of the research suggests that general sport activities in the Municipal Sports Organization could increase the level of participation of the general public sport users And increasing their ability to cope with pressures, and enhancing self-esteem, value and competence, as well as improving emotional response when providing defined services.
Afsane Sharifi; Mohammad Ali Aslankhani; Farshad Tojari; Ali Asghar Doroudian
Abstract
Brand is the most iconic aspect of the sports industry and the fans are the largest consumer of sports brands. Therefore, the focus on the fans loyalty in sports, especially football, is a concern for many sports clubs managers. Therefore, the main purpose of this study was to design SEM model ...
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Brand is the most iconic aspect of the sports industry and the fans are the largest consumer of sports brands. Therefore, the focus on the fans loyalty in sports, especially football, is a concern for many sports clubs managers. Therefore, the main purpose of this study was to design SEM model of fans loyalty in Iran football premier league based on service brand dimensions. The statistical populationwere include of Iran football premier League fans. For this purpose, 384 fans selected as sample using available targeted sampling.
To collect data, the service brand loyalty questionnaire of Krystallis and Chrysochou (2014) was used. The validity and reliability were confirmed. Multivariate regression and structural equations were used to analyze data. The result showed positive significant impact(sig<0.50) of brand hearsay on brand evidence (0.76) and brand attitude(0.53), brand attitude on satisfaction(0.80), satisfaction on brand attitude(0.26) and brand attitude on fans loyalty. Also, the effect of brand hearsay on satisfaction and brand evidence on brand attitude was not significant. But all the variables directly and indirectly affected on fans loyalty. It is also observed that brand attitude has the most impact on the fans loyalty. Therefore, club managers are recommended to attract and retain fans by relying on their assets and opportunities and benefit from the advantages of loyal fans, including earning money and confronting competitors.
Shahram Nazari; farshad tojari; ali zarei
Abstract
The purpose of this research is to recognize the impact Emotional intelligence and Emotional Labor on satisfaction Consumers' Behavioral Sport for all in Iran. In order to clarify this we picked 384 (220 female and 164 men) random samples of 22 regions municipal sport organization of Tehran ,They voluntarily ...
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The purpose of this research is to recognize the impact Emotional intelligence and Emotional Labor on satisfaction Consumers' Behavioral Sport for all in Iran. In order to clarify this we picked 384 (220 female and 164 men) random samples of 22 regions municipal sport organization of Tehran ,They voluntarily filled in Emotional intelligence assessment questionnaires (braket, 2006) , for Emotional Labor assessment questionnaires (kim & et al 2009) and on satisfaction Consumers' Behavioral assessment questionnaires (mutila & et al 2011) with Cronbach’s Alpha more 0.70 were used to determine the reliability coefficient. This study is a relative- analytic one and it has been done by means of a fieldwork . The results indicated that the model of regression have Goodness of fit. there is a direct significant relation between Emotional intelligence( β= 0.186) and Emotional Labor ( β= 0.321) with on satisfaction Consumers (p≤0.05), and the size of R Square (0.195) that show 19.5 percent of changing dependent variable driven of independents variable , also the sub variables consist understand emotion, use emotions ,management emotions and surface emotional labor that more 2.33 and relationship with satisfaction Consumers' Behavioral.
Ayeh Rizvandi; Farshad Tojari; Mohammad Reza Esmaili
Volume 6, Issue 3 , February 2018, , Pages 63-74
Abstract
The present study proposes a conceptual entrepreneurial marketing model with an approach of investigating the relationship between club causative nature, entrepreneurial and market orientation with the performance of sport clubs managers in Tehran. This study was descriptive correlational and the statistical ...
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The present study proposes a conceptual entrepreneurial marketing model with an approach of investigating the relationship between club causative nature, entrepreneurial and market orientation with the performance of sport clubs managers in Tehran. This study was descriptive correlational and the statistical population consisted of 1280 men and women sport club managers of Tehran in 1394700 questionnaires were distributed using multistage cluster sampling among which returned, 88% were identified analyzable. For data collecting, the standardized scales of marketing questionnaire of Butcher et al (2008), club nature of Khazai (2013), market orientation of Moghimi (2011), entrepreneurial orientation of Mohammadi (2011), and performance of Fazel (2011). Questionaires alpha Cronbach were repoted 0.81, 0.92, 075, 0.70 and 0.72 respectively. Face and content validity were determine by experts and construct validity was confirmed through confirmatory factor analysis. Descriptive statistics was used for calculating mean, frequency, standard deviation and tables. For the conceptual statistics, structural equation test of Partial Least Squares (PLS) was done through using Smart PLS software to test research hypotheses and the goodness of fit. Results showed that there was a significant positive relationship between all the studied variables with the performance, except for entrepreneurial orientation. There was also a significant positive relationship between all studied variables and entrepreneurial marketing, except for market orientation. The fit index for the model was reported GOF=0.62 as well; so the model was identified as a strong fit.
