sports marketing
ABED MAHMUODIN; Saeed Sadeghi-Boroujerdi; bradley J. baker
Abstract
The concept of soccer fans' coping strategies against of the team identity threat is a new field in sports management literature and psychology that has recently attracted the interest of researchers in sports consumer behavior. In this regard, the present study was conducted with the aim of coping ...
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The concept of soccer fans' coping strategies against of the team identity threat is a new field in sports management literature and psychology that has recently attracted the interest of researchers in sports consumer behavior. In this regard, the present study was conducted with the aim of coping strategies of national football team fans against of the team identity threat. The method of the present research was qualitative research in the form of content analysis and the statistical population included national team fans who followed the Football Federation's Instagram page. The sampling method was purposeful and in-depth interviews were conducted with 16 participants until theoretical saturation. Coding technique and NVivo software were used to analyze the data. The results showed the coping strategies of the national team fans in two themes; emotion- oriented and problem-oriented strategies and six sub-themes; distance from the team, reinforcement, past success and achievements, intra-group prejudice, optimism for the future, destructive behavior and explosion. The results of this research have provided important applications in both theoretical and practical parts. On the one hand, this is the first study on the coping strategies of national team fans in the face of the team identity threat, and it has partially bridged the huge gap in this field in domestic and foreign research. On the other hand, it provides a coherent view and a full understanding of the coping strategies of the national football team fans and a wide range of necessary management measures to better manage these strategies.
ABED MAHMUODIN; saeed sadeghi broujerdi
Abstract
Consumption values are considered as important predictive factors in consumer behavior. Therefore, the purpose of this research is to investigate the role of two prevailing consumer value benefits on the intention to purchase global brands of Athletic Footwear in the student market. The population of ...
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Consumption values are considered as important predictive factors in consumer behavior. Therefore, the purpose of this research is to investigate the role of two prevailing consumer value benefits on the intention to purchase global brands of Athletic Footwear in the student market. The population of the study was the all students in the University of Kurdistan. The statistical sample using was selected accidentally to be 373 individuals. The method was descriptive correlative approach. Questionnaire of the Consumption values and Intention of Purchasing (yoh et al, 2016) were used who's facial and content validity and internal consistency were verified by specialists and Cronbach's alpha, respectively. Structural Equation Modeling was used for the analysis of the data. The results showed that of Utilitarian and hedonic Consumption Values were affected by coefficients of 0.79 and 0.87, respectively. according to this, hedonic Consumption Values in relation to the Utilitarian Consumption Values is more important in the intention of buying Athletic Footwear in the student's market. The results of this research provide the knowledge necessary for designing strategies and programs for marketing for marketers and retailers of global sports shoes in the country, in order to benefit from the high-paying and lucrative markets of the students.
