Showing 17 results for Marketing
Abolfazl Alizadeh Golrizi, Vahid Saatchian, Alireza Elahi,
Volume 3, Issue 6 (12-2013)
Abstract
The purpose of this study was comparison among of Fans loyalty motivation, supportive career and attendance in Iran’s popular soccer pro league clubs (Persepolis, Esteghlal, Teraktorsazi and Sepahan). The design applied in this research was descriptive-correlation. The populations were whole pro league soccer fans in competition between Persepolis and Sepahan (with 55000 populations) and Esteghlal and Teraktorsazi (80000 populations). So according to the Morgan sampling table in fires match 381 fans and in the second one 384 fans were selected and questionnaires distributed among them. Based on review of pervious literature by Jallai, T (2008) questionnaire were used. Questionnaire reliability was confirmed by factor analysis, related masters and professional, and validity in a primary study by Cronbach’s alpha (0.81). The results showed that team interest and club affiliation were two important loyalty motivations and escape and socializing were the least important motivations to fans. Also in rate of important motivations there were significant differences in sense of club affiliation, socialization, escape from reality and normal routine, football knowledge, exciting games, win proxy, club management, the impact of others and non-interest (players, color, name and logo) among clubs Fans. Indeed Persepolis & Esteghlal fans in compare to other teams had a long history (more than 11 years) in supporting (Fandom career) their clubs through different periods. Finally according to the results, it seems that this research could give some guidance for club managers to attract more fans about fans loyalty factors.
Volume 5, Issue 9 (4-2015)
Abstract
The purpose of this study is to indendiey the situation expression of the sport
tourism marketing indexes from sport and tourism expert’s view in west
Azerbaijan province.This study is descriptive- analytical and field methods.
Research statistical population is expert members of tourism organization (n=39)
and expert members of physical education general offices (n=45). Research tools
is sport marketing tourism indexes Questionnaire Bidokhti and Nazari (2009) with
reliability of (α= 0. 82). Validity was confirmed by sport management experts’
view. For comparison of existence and ideal situation, Wilcox test used. Also for
component mean comparison with mean of the spectrum one-sample t-test and
for precedence of the indexes was used from Friedman test (p≤0.05) were used.
The results showed that, between the current and ideal situation in massive
investment country modification, development of infrastructure, attention to
tourism attractions, promotion activities and regulation of guidelines based on
distribute attractions, there are significant differences and in all cases, the
existence situation mean is less than ideal situation. This means that the
mentioned indicators are not empowered in the existing situation and need to be
reviewed, that achieve to their optimum condition.
based on results, the managers don’t use from marketing indexes mentioned as
a way of sports tourism marketing, while indicate that the use of these methods,
are the reasons for development of sports tourism marketing. The result of this
factor is: create of positive station in the sport tourist minds, and at last these
industries develop in western Azerbaijan province, and increase tourism market
share.
Mr Abdolmajid Doorandish, Dr Alireza Elahi, Dr Hosein Poorsoltani,
Volume 6, Issue 11 (9-2016)
Abstract
Service quality is one of the most important subjects in marketing studies. Literature review shows that this variable is related to many important variables in marketing area. However, there is always this question of which components of service quality are better predictors for satisfaction and future intention of customers. The data gathered by three standard questionnaires: 1- service quality questionnaire of Lio 2- customer satisfaction questionnaire of Oliver; and 3- future intention of customer questionnaire of Lim .350 questionnaires were analyzed that gathered by used of multi-stage sampling among customers of body building clubs from Fars province. Results indicated that between, reliability showed the most of impact on customer satisfaction, while the empathy showed the lowest impact on customer satisfaction. Results, also, indicated that between, reliability and intangibility were respectively showed most of and lowest impact on future intention of customers
Dr Sara Keshkar, Dr Farzad Ghafoori, Mrs Samaneh Aramon,
Volume 6, Issue 11 (9-2016)
Abstract
Today sport celebrities are used as brand in marketing which is called as human branding. Thus the purpose of this study was to investigate if Iranians accept using people as brand for internal products marketing and also to identify the characteristics of a national human brand in sport. This research was a descriptive and Delphi research. The research population concluded of 45 panelists for Delphi method and three groups of university student athletes (N=322), sport coaches (N=196) and sport experts (N=100). The tools were two questionnaires. The validity and reliability of the questionnaire were approved. Also a factor analyzes method was used for the questionnaire. Results showed that using human as brand in sport marketing was not approval among population members. Also the characteristics identified for Iranian sport brands were similar to the western models in addition to religious, belief, magnanimity, and sport sprit, and moral behavior characteristics. So using human as brand in sport marketing is not an acceptable action among Iranians. But athletes can collaborate with Iranian producers if they can own the accepted characteristics
Dr Mehr Ali Hemmati Nezhad, Mr Hatam Masoomi,
Volume 7, Issue 14 (12-2017)
Abstract
The purpose of the present study was to explain the relationship between brand personality dimensions and customers’ loyalty to sport brands in Rasht. The method of present survey was descriptive and applied, also the statistical population was loyal customers to sport brands in Rasht. In order to data collection two questionnaires; Geuens & Wulf (2009) for measuring brand personality dimensions and Lau et all (2006) that investigated customers loyalty to sportswear in Hong Kong, after determining the validity and reliability was confirmed by using Cronbach’s alpha (0.7); were used. The results of Linear Regression of 407 loyal customers were shown there were positive and negative significant relationships between brand personality dimensions (Activity, Aggressiveness, Responsibility, Emotionality and Simplicity) and customers loyalty components to sport brands (Brand name, Service quality, Store environment, Product quality, Promotion, Price and Style). Some of these results are as below: activity dimension and brand name factor; activity and aggressiveness dimensions and service quality factor; activity, simplicity and responsibility dimensions and store environment factor; activity, aggressiveness and responsibility dimensions and product quality factor. There were also some negative ones between simplicity dimension and product quality and style factors. The result of Friedman test revealed that product quality, style, brand name, promotion, price, store environment and service quality were the most fundamental and crucial factors for the customers’ loyalty respectively. Regarding to the findings attention to customers’ demands and needs significantly has effect on performance improvement and local produced Sport brand’s success to attracting the customers and making them loyal in order to achieving more market share in comparison with competitors in international markets.
Habibeh Ghate, Mahboub Sheikhalizadeh,
Volume 9, Issue 18 (12-2019)
Abstract
The present study aimed to investigate the effects of electronic word of mouth (e-WOM) advertising on the sports customers' purchase intention with emphasis on the mediator role of consumer’s involvement. 270 sport customers voluntarily filled out the Bambauer-Sachse and Mangold electronic word of mouth advertising (2011), McQuarrie's consumer involvement (1992) and the Diallo (2012) and Park et al purchase intention (2008) questionnaires. Structural equation modeling (SEM) in software Lisrel 8.51 was used to analyze the data. The results showed that the electronic word of mouth advertising had a significant direct effect on the purchase intention (γ=0.22; p<0.05) and the consumer involvement (γ=0.70; p<0.01). The Findings prove the positive moderation role of involvement on the relationship between electronic word of mouth (e-WOM) advertising and purchase intention. According to results of model analysis the modified model had good fit (CFI=0.94; RMSEA=0.077; χ2/df=2.60). In conclusion, we can say that electronic word of mouth (e-WOM) advertising can have a great impact on the individual knowledge about products and consumer involvement in them, and it can thus affect consumers' purchase intention by provision of a large volume of information in a short time.
Sepideh Masomi, Maisam Shirkhodaie, Reza Ahmadi,
Volume 10, Issue 19 (8-2020)
Abstract
Focus of cause-related marketing efforts in the sports industry is related to the intangible nature of sport Business and the high degree of fans' willingness to charity programs. The purpose of this study is to investigate the role of sport fans' attitude in cause-related sport marketing. Survey of this study was the members of the Supporters' Association of Persepolis's and Esteghlal's clubs. And the questioner is sent them through Social Networks. In this study, simple random sampling was used and since the Statistical Society in this study was unlimited, Cochran formula was used to estimate the sample size. To analyze the data, structural equation method with Partial Least Squares (PLS) approach is used. Based on the results, both fans attitude toward cause-related sport marketing and fans attitude toward sport team has a positive and significant effect on purchase intention of sport product and re-attention intention. According to the finding, when fans have a positive attitude toward the team and sport charity program, cause/brand fit lead to purchase intention and re-attention intention.
Reza Khorshidi, Dr Alireza Elahi, Dr Farideh Hadavi,
Volume 11, Issue 21 (7-2021)
Abstract
This study was done to predict Consumption Behavior of spectators including tendency to Attend Again and purchasing marked merchandises. So, using correlation method, presented spectators in Azadi Stadium are chosen as statistical population. 696 people were chosen randomly and fill Alimohammadi's questionnaire of factors affecting presence and Kim's questionnaire of spectators' Consumption Behavior. Results from multi-regression analyze show that excitement, attendance & support, interaction & escape and information & attractiveness components have ability to prediction tendency to spectators of Esteghlal and Perspollis Attend Again and attendance and support components have ability to prediction purchasing marked merchandises. Attendance and support components have the most influence and interaction and escape have the least effect on spectators' tendency to Attend Again. According to these results, it can be suggested to managers of this clubs to more activate fan clubs, increase matches excitements and improve knowledge of spectators.
Dr Maryam Taherikia, Dr Alireza Elahi, Dr Hossein Akbari Yazdi,
Volume 12, Issue 23 (9-2022)
Abstract
In recent decades, sports organizations have paid special attention to the importance of considering the purchase behavior of customers. Meanwhile, the variables that can have an impact on customers' purchase behavior have been considered. This study aimed to determine the causal relationship between relationship marketing and purchase behavior of spectators using structural equation modeling. For this purpose, two questionnaires including Kim’s relationship marketing and purchase behavior questionnaires (2008) were used. After confirming their validity and reliability, these questionnaires were distributed among the sample. Sample was consisted of 430 spectators who participated in Foolade_Shahr Stadium to watch the Sepahan’ games using Morgan table. The research method was statistical -correlational and it was based on the structural equation model. The results of path analysis showed that relationship marketing has an impact on purchase behavior of spectators (β= 0.043, p≤0.05). Considering the findings of this study, approaches can be provided to determine the strategy of relationship marketing and evaluate the impact of this strategy on purchase behavior of spectators- as the main customers of football clubs.
Mrs Shakiba Izadkhah, Dr Farideh Ashraf Ganjooei, Dr Zahra Haji Anzhaei,
Volume 12, Issue 24 (12-2022)
Abstract
The purpose of this study was to design a model of business strategies for marketing sports products on social networks. The statistical sample of this study consisted of 20 experts (university faculty members, employment and entrepreneurship consultants, and sports market consultants and sports business managers). Sampling was purposeful and snowballs and continued until the interviews reached the stage of theoretical saturation. Data were collected through in-depth and semi-structured interviews. The validity of the study was confirmed based on the criteria of "acceptability", "transferability" and "verifiability". Also, 85% reliability was reported. According to the obtained results, it can be said that in order to provide an implementation mechanism, 1) innovation strategy, 2) customer relationship strategy, 3) infrastructure strategy, 4) development strategy, 5) service strategy, 6) Expert manpower strategy, 7) Promotion strategy, 8) Pricing strategy and 9) Product strategy to be considered. Marketing strategies have an impact on the performance of sports businesses, meaning that sports businesses on social networks can reach a good position in a competitive environment when they have a good marketing strategy. Therefore, it is necessary for sports business managers in social networks to pay special attention to marketing strategies in order to develop their performance.
Dr Alireza Elahi, Mr Farhad Fathi,
Volume 13, Issue 25 (9-2023)
Abstract
The Present Study has Disburse to Determine the Factors Affecting Attendance of Iranian Spectator in Volleyball World League and its Relationship to their Purchase Behaviors. This Study was a Correlation Research and in form of Field Study. To Collect Data Standardized Questionnaires Factors Affecting Attendance’s Alimohammadi (1390) and Purchase Behavior’s Kim (2008) between Samples (n=372) were Collected and Distributed. The Opinions of Professors and Experts in the field of Sport Management Was Used to Ensure Renewed of Validity of Questions and Items that Used to Measurement the Implications of the Study. The Reliability of the Instrument Was Approved by Using Cronbach's alpha Coefficient in order for the Questionnaires Factors Affecting Attendance and Purchase Behavior Was 0/85 and 0/70. The Results Showed that Vicarious Achievement, Information and Attraction and Excitement were the most Important in Factors Affecting Attendance Spectator and in front of the Facilities, Attending and Support, Scheduling and Inform were the least Important. Results also Showed that the Attending and Support (t=4.44 and β=0.243), Operation (t=2.102 and β=0/117) and Excitement (t=2.43 and β=0/136) has a significant causal relationship with the Purchase Behavior. Considering to the Findings of Research on the Factors Affecting Attendance Spectator could be Provide Guidelines for the Management of the Federation in Attractant Spectators.
Farshad Tojari, S.hamid Sadjadihezaveh, Hosein Saleh,
Volume 13, Issue 26 (12-2023)
Abstract
The general purpose of the present study was to investigate the effect of relationship quality on the presence, media and purchasing behavior of fans of Iran's premier football league teams. The current research was a descriptive research of the correlation type. The statistical sample was the fans of the Premier Football League of Iran 1399-1400 season, who were selected by proportional sampling method. In this research, the relationship quality, attendance, media and shopping questionnaires of Kim et al. (2011) were used. The results showed that the quality of the relationship with regression coefficients of 0.63, 0.57 and 0.65 and critical ratios of 18.48, 16.97 and 17.72 respectively on the behavior of buying goods, media and attendance at the stadium of League fans. Iran's top football has a significant positive effect.
Ali Shahhosseini, Seyed Nasrolah Sajadi, Hossein Rajabi,
Volume 13, Issue 26 (12-2023)
Abstract
The purpose of the present research was to identify the factors influencing personal branding for individual athletes. The research method was qualitative approach. The statistical population of the research includes 18 prominent athletes who are national and international champions and sports marketing experts. The sampling method was purposive. The data collection tool was in-depth and semi-structured interviews. Data analysis was done in MaxQDA software version 2020. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, management factors, economic conditions, individual personality characteristics, social responsibilities, social skills) were calculated as effective indicators on personal branding in individual athletes. The results showed that athletes pay more attention to environmental factors, especially mass media, to improve their personal brand as much as possible and manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes.
Iraj Eivazi, Alireza Elahi, Mohamad Rahim Esfidani, Hossain Akbari Yazdi,
Volume 100, Issue 100 (10-2020)
Abstract
The goal of this study was to identify the challenges which football e-marketing faces in Iran. So by using a functional research, a qualitative approach and applying newly introduced Glazer method, this question has been answered. The target community of this research was experts, well-informed people in marketing, e-marketing, sports marketing and football managers. Purposive (judgmental) and snowball sampling methods were applied. After finishing the open coding stages, 162 labels were identified as challenges of football e-marketing in Iran. Then in axial encoding, labels were classified in 13 concepts. The results showed that the football industry in Iran in order to apply e-marketing, needs to pay attention to 5 categories of marketing, technical, human resources, legal, constitutional and economic challenges and plans for its present challenges. Also it's not useful to see one side of the challenges. It's better to have a whole, simultaneous and systemic look at all aspects of 5 categories.
Mohadese Naeimi, Merali Hematinejad, Noshin Benar, Fatemeh Saeedi,
Volume 100, Issue 100 (10-2020)
Abstract
The purpose of this study was investigating the impact of digital marketing on Competitiveness of Sports Businesses (sports clubs in Rasht) through competitive intelligence and entrepreneurship This research was descriptive-correlational in terms of type, applied purpose and field implementation method. The statistical population of the present study was all managers and coaches of sports clubs in Rasht. Statistical sample According to the method proposed by Barclay et al. (1995) to determine the minimum sample in structural equation modeling was used. To generalize the sample to the research community, 220 questionnaires were distributed among managers and coaches of sports clubs in Rasht and 196 questionnaires were analyzed. SPSS and SMART PlS have been used to analyze the data. Findings showed that digital marketing has a direct and significant effect on competitiveness, competitive intelligence and entrepreneurship. Also, competitive intelligence has a direct and significant effect on competitiveness
and entrepreneurship. entrepreneurship has a direct and significant effect on competitiveness. According to the research findings, club managers can use the positive effects of digital marketing along with using the advantages of competitive intelligence and entrepreneurship to increase the competitiveness of their business in order to increase customers, increase profitability and productivity of the club.
Ms Zahra Nikpour, Dr Habib Mohammad Por, Dr Hamid Janani, Dr Jafar Barghi Moghadam,
Volume 100, Issue 100 (10-2020)
Abstract
The aim of this study was to investigate the effect of ethical values on social entrepreneurship, the mediating role of capital, psychological capital and benevolent marketing. The present study was applied in terms of purpose and quantitative and structural equation modeling research. The statistical population of the present study was all customers of sports clubs in West Azerbaijan province. The sample size was estimated using 360 Morgan sampling table. The research instruments were five questionnaires: personal information, social entrepreneurship, ethical values, psychological capital and benevolent marketing. The face and content validity of the research tool was confirmed by a group of expert professors. SPSS and Smart PLS software were used to analyze the data. The results showed that moral values have a significant effect on benevolent marketing, psychological capital and social entrepreneurship. Benevolent marketing has a significant effect on social entrepreneurship. Psychological capital also has a significant effect on social entrepreneurship. It was found that ethical values have a significant effect on social entrepreneurship through benevolent marketing. Finally, the results showed that ethical values have a significant effect on social entrepreneurship through psychological capital. Given that one of the most important factors that can improve social entrepreneurship in sports clubs is the creation of special working groups to establish effective communication between donors to use common potentials.
Mrs Hormatosadat Borhani, Dr Mohammad Hami, Dr Vahid Shojaei,
Volume 100, Issue 100 (10-2020)
Abstract
The present study aimed to comprehensively elucidate and identify the entrepreneurial and goal-oriented strategies of sports startups entering both domestic and international markets. The research employed a qualitative method, falling under the category of exploratory studies in terms of objectives, foundational and applied research regarding outcomes, and was grounded in the postmodernism paradigm. The research population comprised experts in marketing, sports management, and successful entrepreneurs with experience in launching sports startups. Purposeful sampling was employed for participant selection. To construct the initial research tool, the researcher, after reviewing relevant studies on sports startups, developed a semi-structured questionnaire for in-depth interviews with experts. The research strategy followed a phenomenological approach, and data analysis was conducted using MaxQDA software, version 20. The results of the data analysis unveiled eight key concepts within the entrepreneurial strategies section, pertaining to the entry of sports startups into domestic and international markets. These concepts encompass partners, stakeholders and customers, tolerable loss, flexibility and adaptability, experiences, uncertainty, service quality, available financial resources, and operational strategies. These concepts were derived from the interviews, contributing to theoretical saturation. Furthermore, in the section on goal-oriented strategies, five concepts were identified: exports, communications, market strategies, market research, and risk management.
