In collaboration with Payame Noor University and Scientific Association of Sports Management of Iran
sports marketing
Consumer decision-making styles in online sports goods purchase

Ahmad Fallahi; jabar Seifpanahi Shabani; amin pournaghi

Volume 11, Issue 3 , January 2023, , Pages 33-50

  The purpose of this study was to identify consumer decision-making styles in online sports goods purchase. Data were collected and analyzed using exploratory mixed (qualitative-quantitative) research method. The qualitative part was done through the analysis of the interview findings and the quantitative ...  Read More

The Role of Ambush Marketing, Negative Behavior and congruence in Intention to Purchase from Iran Football Pro-League Sponsors

Ahmad Fallahi; Mohamad Ehsani; Hshem Kouzehchian; Mohammad Khabiri

Volume 5, Issue 2 , November 2016, , Pages 11-21

  This research aimed at investigating the Moderating role of ambush marketing, negative behavior and congruence in the relationship between sport (Iran Football pro-league) involvement and intention to purchase. The research used a descriptive-correlation method conducted as a field. The sample consisted ...  Read More