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.
Shahram Nazari; Nashmin Samadi; Behzad Divkan
Abstract
The purpose of this study was to design a consumer buynig behavior model for football league in a case study of Tractor Sazi Tabriz Football Club. The research is applied in terms of purpose and descriptive correlational in terms of data collection. The population is all the spectators of Tractor ...
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The purpose of this study was to design a consumer buynig behavior model for football league in a case study of Tractor Sazi Tabriz Football Club. The research is applied in terms of purpose and descriptive correlational in terms of data collection. The population is all the spectators of Tractor Sazi Tabriz team in 2017. The researcher distributed 450 questionnaires among the statistical population and finally 416 questionnaires remained. Chen et al (2014) questionnaire was localized and used Its reliability was confirmed using Cronbach's alpha coefficient (0/79) and the combined reliability and validity were confirmed using convergent validity (confirmation of factor load and AVE value) and diagnostic validity. Descriptive statistics and confirmatory factor analysis were used to analyze data by 24th version of SPSS and to provide the model, equation modeling technique was used by AMOS software. Finally, the results of the research showed that team attachment has positive significant effect on purchase intention of Tractor Sazi Tabriz spectators. Also, attachment has led to word-of-mouth advertising and will promote the image of the sponsor. Moreover, word-of-moth advertising and promotion of image of the sponsor will affect purchase intension. The mediating role of image of the sponsor and word-of-mouth advertising was confirmed in the relationship between team attachment and purchase intention.
