Mohammad Deheshti; Javad Adabi Firoozjah
Abstract
Growing interest in social media marketing in the sports industry, especially among sports entertainment complexes, has led to this research to identify the characteristics of social media marketing activities, and check out the relationship between the theory of the Use & Satisfaction, purchase ...
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Growing interest in social media marketing in the sports industry, especially among sports entertainment complexes, has led to this research to identify the characteristics of social media marketing activities, and check out the relationship between the theory of the Use & Satisfaction, purchase intention and loyalty through a structural equation model. To collect data, a questionnaire was distributed online and physically among the 393 customers of sports amusement complexes of Hamedan. In terms of purpose, this research is an applied one and in terms of gathering its data, this research includes a descriptive-survey method. The instrument of the present study was a questionnaire. In this research, descriptive statistics methods including central tendencies and dispersion indices and inferential statistics methods including Pearson correlation, structural equations were used at the alpha level of 0/05. Spss.20 and Amos.18 software was used for data analysis and Amos software was used for structural equation modeling. The results indicate that there are significant relationships between "use and gratification components" and satisfaction. Also, significant relationships between satisfaction of purchase intention and loyalty and also purchasing intention and customer loyalty were reported respectively. and purchasing intention and customer loyalty has a significant relationship too. It seems that the approach of use and gratification can be used effectively in measuring customer satisfaction as well as the intention to purchase and loyalty of sports centers.
sajjad ghadami; yaghob badriazarin; vajiheh Javnai; Pejman Ahmadi Moghaddam
Abstract
the present study was conducted to investigate the effect of network marketing on the brand of promotion and maintenance of foreign sports goods. In terms of purpose, research is applied. The statistical population of this study includes all users of foreign sports goods in Tabriz and Urmia. Therefore, ...
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the present study was conducted to investigate the effect of network marketing on the brand of promotion and maintenance of foreign sports goods. In terms of purpose, research is applied. The statistical population of this study includes all users of foreign sports goods in Tabriz and Urmia. Therefore, due to the limited statistical population, the samples consisted of 200 people and were selected as available sampling. In order to collect the data, two standard marketing questionnaires, network, and brand promotion and maintenance questionnaires were used and distributed among the subjects. Cronbach's alpha was reported to be 0.95. Descriptive statistics were used to analyze and analyze the data, and step-by-step correlation and regression methods were used to test the hypotheses in the 22 spss software environment. The results showed that there was a positive and significant correlation between network marketing and brand promotion and maintenance. Also, there is a positive and significant correlation between network marketing components such as trust, pleasure, ease of use, special profitability plan with brand promotion and maintenance. Overall, the ease of use of network marketing and the enjoyment of network marketing was introduced into the model of predicting changes in brand promotion and retention, and these two components justify 38% of the variations in brand promotion and retention variance. In fact, these results indicate that 38% of the promotion and maintenance of foreign sports goods depends on the ease of use and the pleasure of using network marketing.
Amir Rahimi; Hashem Kozehchian
Abstract
Rapid changes in technology and environmental conditions today have forced sports firms to adapt to new market conditions and achieve higher performance using their capabilities and resources. Accordingly, the purpose of this study is to investigate the impact of marketing, innovation and learning capabilities ...
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Rapid changes in technology and environmental conditions today have forced sports firms to adapt to new market conditions and achieve higher performance using their capabilities and resources. Accordingly, the purpose of this study is to investigate the impact of marketing, innovation and learning capabilities on the performance of small and medium sizes sports enterprises. The statistical population of the study consists of active entrepreneurs in related fields of the sports industry (production and service) that 169 persons were selected and tested by Cochran formula and randomly. In this study, questionnaires have been used to collect the data. The analysis of the survey model has been done using Lisrel software. The results show that each of the marketing, innovation and learning capabilities has a direct and significant impact on the performance of sports enterprises. Therefore, marketing, innovation, and learning capabilities can be identified as essential factors in the competitive advantage and performance of sports enterprises.
Maedeh Shafizadeh; Abolfazl Farahani; Farideh Ashrafganjouei; alimohamad safania; Mohsen Bagherian Farahabadi
Abstract
Designing ambush marketing model in Islamic Republic of Iran Football Premier LeagueNowadays, one of the main factors influencing economy in the world is sport. For this purpose, in recent years, commercial support of athletic events has increased continuously. It is believed that popularity of marketing ...
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Designing ambush marketing model in Islamic Republic of Iran Football Premier LeagueNowadays, one of the main factors influencing economy in the world is sport. For this purpose, in recent years, commercial support of athletic events has increased continuously. It is believed that popularity of marketing through financial support has resulted in emergence of a new marketing strategy called ambush marketing. Events such as Football Premier League competitions is an ideal condition for special marketing activities such as ambush marketing, a strategy in marketing knowledge which pays attention to the efforts of business competitors to enhance its position. Present research has been compiled with the objective of designing ambush marketing model in Football Premier League of Islamic Republic of Iran. Qualitative research method is considered a post-modern research method according to descriptive survey strategy. Research statistical population includes all sport marketing experts who were selected for interview using purposive and snowball sampling methods. 15 experts in the field of sport management and marketing are regarded as the sample volume. Reliability and validity of research was confirmed by related experts. In order to analyze gathered data, descriptive (frequency percentage, Shannon formula) and hidden content analysis techniques were applied in the format of phenomenological strategy using MAXQDA18software. Findings indicate economic and financial, social, media, management, legal, ambush marketing tactics and strategies including motivational and ethical factors are factors influencing ambush marketing. Sponsors and organizers of event disapprove ambush marketing and believe that effective standards should be established to prevent its prevalence.
Abdol Mehdi Nasirzadh; zara Frahani; leila soltanian
Abstract
The aim of present research is to identify the obstacles and challenges of university students' sports marketing at Physical Education department ofPayame Noor university. This research was a descriptive analytical research. The statiscal populations were Director Generals of Physical Education department, ...
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The aim of present research is to identify the obstacles and challenges of university students' sports marketing at Physical Education department ofPayame Noor university. This research was a descriptive analytical research. The statiscal populations were Director Generals of Physical Education department, deputies, Physical Education faculty members active in field of strategy and Heads of departments physical education Payam Noor were provinces, which total of 50 people. The data collected A researcher- made through the questionnaire included 55 questions the validity and reliability (91/.) Were distributed. The data were collected by SPSS software version 16 and for data analysis to rank the Friedman test at the significant level (./.5) and matrix of internal and external factors evaluation was used. Results showed that the physical education organization in the current situation of 10 strengths, 10 weaknesses, 10 opportunities and 10 threats is facing. forming a marketing department, Lack of knowledge among employes of the marketing planning process, Regarding the role sponsors in the planning of student sport and failure to allocate sufficient funds for the development of student sport's highest importance. The results showed that some of the obstacles and challenges such as, Shortage of sites and specialized publications, lack of media coverage, lack of marketing strategy,Weakness in attracting sponsors, lack of meetings with organizations active marketing of the most important challenges that must be considered by managers.
Alireza Eizadi; Gholamreza SHabanibahar; mahmood goodarzi; habib honari
Abstract
Since government funds is limited to develop sports infrastructure, earning more and monitoring costs for sports programs and organization’s goals are considered. Clubs budget is reached to unprecedented figures in the tens or even hundreds of million dollars. As the clubs moved on to the ...
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Since government funds is limited to develop sports infrastructure, earning more and monitoring costs for sports programs and organization’s goals are considered. Clubs budget is reached to unprecedented figures in the tens or even hundreds of million dollars. As the clubs moved on to the commercial nature of their sporting nature, such a situation requires a transformation of the traditional features of the football industry. In order to prioritize marketing strategy of Premier League football clubs, the comments of 53 executives of clubs, marketing committee, officials and sports marketing football clubs experts were collected through researcher made questionnaires. Experts confirmed the questionnaire validity and respectively their reliability were confirmed due to inconsistency ratio of questionnaires that are less than (0.1). The results showed that developing a strategic marketing plan for premier league clubs matcher with the approach of maximum absorption advertising and sponsorship, developing the club comprehensive system and improving opportunities for private investment sectors are in priority second to fourth in the premier league. Developing stimulus plan to enter foreign top players in the premier league is the lowest priority.
Amin Rashid Lamir; Amir Montazeri; Samira Feizi
Volume 7, Issue 1 , June 2018, , Pages 57-68
Abstract
The purpose of this study was to investigate the role of team identification in fans loyalty of Iranian Football Premier League via structural equation modeling. The research method was descriptive-correlation. The statistical population of the study included all fans over 18 years old in the 16 th. ...
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The purpose of this study was to investigate the role of team identification in fans loyalty of Iranian Football Premier League via structural equation modeling. The research method was descriptive-correlation. The statistical population of the study included all fans over 18 years old in the 16 th. Premier League in 2016/17 season. 640 questionnaires were analyzed as statistical sample. Heer and et al (2011) questionnaire was used to measure team identification and Gladen and Funk (2001), and Iwasaki and Havitz (2004) questionnaires were used to measure attitudinal loyalty and behavioral loyalty respectively.After confirming the face and content validity of questionnaires, the reliability of team identification and loyalty questionnaires confirmed via Cronbach’s alpha coefficient in a pilot study.Structural equation modeling were used to analyze data . Structural equation model analysis showed that team identification has positive and significant effect on fans loyalty.So, it is recommended to sport managers to consider the issues such as acknowledgments the fans and trust building in fans in order to create and enhance the fans loyalty.
alireza eizadi; gholamreza shabani bahar; mahmod goodarzi; habib honari
Volume 6, Issue 2 , December 2017, , Pages 21-34
Abstract
Today, football; after many changes; behind, from a simple sport has been proposed as a great trading alongside other industries and professions. The aim of this study is to develop a strategic marketing plan for football Premier League clubs based on SWOT analysis. The methodology is based on collection ...
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Today, football; after many changes; behind, from a simple sport has been proposed as a great trading alongside other industries and professions. The aim of this study is to develop a strategic marketing plan for football Premier League clubs based on SWOT analysis. The methodology is based on collection of data and descriptive survey based on functional objective. A total number of 53 which is clubs managers (n = 18) , clubs Marketing Committee (n=10) and sports marketing experts (n=25) participated voluntarily in the study with using purposive sampling. The survey instrument of the study was a questionnaire made up of internal and external factors marketing strategy League and consists of 60 questions. The validity and reliability confirmed by 10 experts in this field through Cronbach's alpha coefficient Which was 0. 87. The data was analyzed by descriptive and analytic statistics of Friedman Test Method for Ranking of League football's marketing strategies factor. Results showed that due to internal factors (strengths and weaknesses) and external factors (opportunities and threats) and resulting in SWOT strategic analysis, marketing position in football was offensive and the most important purpose according to Friedman's test, was to develop supportive, facilitative and encouraging rules, for participants in the field of Marketing football League. According to this target to counter the threat, taking advantage of environmental opportunities, is to eliminate weaknesses and to enhance strengths in football marketing and applying appropriate strategies aremeans to reach to the objectives of revenue for football.
Majid Javid; Hasan Asadi; Mahmood goodarzi; Ehsan Mohammadi torkamani
Volume 1, Issue 3 , March 2013, , Pages 43-49
Abstract
Media and communication technologies have been inconceivably developing during the last few decades and influenced all aspects of human life. The Aim of this study is to examine the role of the Internet and new media in sport tourism marketing. Research samples are comprised of the managers and specialists ...
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Media and communication technologies have been inconceivably developing during the last few decades and influenced all aspects of human life. The Aim of this study is to examine the role of the Internet and new media in sport tourism marketing. Research samples are comprised of the managers and specialists in tourism and travel agencies dealing with sport tourism who work in Tehran Province, Iran. Research tools have been gathered from some parts of the standard questionnaire by Moeinfard (1387) that was used only after being confirmed of its validity and reliability (α: 87). Data from 217 questionnaires returned were analyzed by SPSS V.21 and Amos V.21 software and Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Based on the results from Exploratory Factor Analysis, two factors were identified: "tourism packages" with an eigenvalue of 0.76 and "advertising the attractions" with an eigenvalue of 0.68. Moreover, Confirmatory Factor Analysis identified two variables as the important ones for each of the above factors: "an appropriate and faster usage of data and advertising resources" with a factor loading of 0.77 under tourism packages factor, and "introducing attractions to sport tourists" with a factor loading of 0.79 under advertising the attractions factor.
