Sports management, marketing
Ramin Iraji Noghondar
Abstract
Abstract
The aim of this research was to investigate the psychometric characteristics of the sustainable marketing orientation questionnaire in the community of managers of active sports clubs in Mashhad. The The current research is descriptive and according to the psychometric properties of the sustainable ...
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Abstract
The aim of this research was to investigate the psychometric characteristics of the sustainable marketing orientation questionnaire in the community of managers of active sports clubs in Mashhad. The The current research is descriptive and according to the psychometric properties of the sustainable marketing scale in the environment of sports clubs, the method of data collection belongs to correlational designs. The statistical population of this research was made up of all managers of sports clubs in Mashhad (N=1400). In order to determine the number of statistical samples, Nanali and Orit's suggestion of a ratio of 10 subjects to 1 variable and Guilford's recommendation (observing the minimum sample size of 200 subjects), which is known as Müller's rule of thumb (1996), were used, and therefore, 278 questionnaires were used as sampling. Collected available. The measurement tool used is the sustainable marketing orientation questionnaire made by Lukik et al. (2020) which consists of 15 questions and has the components of strategic integration (questions 1 to 6), social engagement (questions 7 to 11) and ethical capabilities. (Questions 12 to 15). In order to check the validity of the translation, the measurement tool was determined from the standard translation-re-translation-translation method using the opinions of three professors fluent in English. In order to analyze the data, descriptive indices and statistical tests of Cronbach's alpha coefficient, McDonald's omega coefficient, theta coefficient, Brown's classification, exploratory factor analysis and confirmatory factor analysis were used in SPSS, Lisrel and Stata statistical software.
The findings of exploratory factor analysis using varimax rotation showed that the criteria for extracting components, the slope of the scree curve and the eigenvalue were higher than 1, based on which three main components were identified, and therefore, using the exploratory factor analysis method, the questionnaire had 15 The question has 3 components. Also, the questions of the sustainable marketing orientation questionnaire explain 60.72% of the total variance. Therefore, the variance percentages for the strategic integration component are 13.26, the social participation component is 19.12, and the moral capabilities component is 28.34. The results of the factor load of the questions indicate that the factor load of all the questions is acceptable. According to the results obtained from the form and content validity of the sustainable marketing orientation questionnaire, the values of the CVR index are higher than 0.49 and the values of the CVI index are higher than 0.79. The results showed that the sustainable marketing orientation questionnaire has an acceptable internal reliability (θ=0.979, Ω=0.971, α=0.963). Also, the reliability of strategic integration components (θ=0.961, Ω=0.953, α=0.943), social participation (θ=0.886, Ω=0.869, α=0.846) and capabilities Ethical (θ=0.926, Ω=0.901, α=0.892). The results of the confirmatory factor analysis showed that the relationship between questions (1 to 6) with the component of strategic integration, questions (7 to 11) with the component of social participation and questions (12 to 15) with the component of moral capabilities is significant. Also, the results showed that there is a significant relationship between the components of strategic integration, social participation and ethical capabilities with the concept of sustainable marketing orientation. The results showed that the ratio of X2 to df is equal to 2.32 and the root mean square error (RMSEA) is equal to 0.092, so the structural model of the questionnaire has the necessary fit. Also, the indices NFI=0.92, CFI=0.93, GFI=0.91, AGFI=0.90 and IFI=0.93 confirmed the fit of the structural model of the questionnaire. Therefore, in total, all 7 mentioned indicators confirm the fit of the model and it can be acknowledged that the sustainable marketing orientation model is suitable in terms of fit indicators and all three components mentioned can be integrated in the structural model of the questionnaire. The average variance extracted for all three components is higher than 0.5, so the convergent validity of the constructs is confirmed. Also, according to the combined reliability values (Dillon-Goldstein coefficient) for each of the structures, it is acceptable, and as a result, the reliability of the model is confirmed.
Finally, the internal and external validity of the presented model is confirmed. This result means that the structural equation model presented with the help of the software (Lisrel) in this research is a suitable structural model and fits the data obtained from this research. Based on this, it can be concluded that the data collected by this questionnaire can provide reliable results and provide researchers with accurate information. Based on the findings, the sustainable marketing orientation questionnaire is a reliable and valid scale that can be used to evaluate the performance of sports managers in the field of sustainable marketing and obtain reliable and stable results. Based on this, the sustainable marketing orientation model can provide detailed instructions on how to implement an effective sustainable marketing system to different sports managers.
Sports management, marketing
shoaib jalilian; Bahram Yousefy
Abstract
Abstract
Today's competitive environment has become extremely turbulent and one of the ways to deal with the environmental disturbances is to emphasize the historical components and show the stability and stability of the brand. Appealing to the past has become a common thing for consumers today, and ...
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Abstract
Today's competitive environment has become extremely turbulent and one of the ways to deal with the environmental disturbances is to emphasize the historical components and show the stability and stability of the brand. Appealing to the past has become a common thing for consumers today, and brands with images that have components such as credibility, heritage, and stability are gaining popularity. Brand age is defined as consumers' perception of the brand's long existence and is part of the concept of brand heritage. Therefore, the effect of brand antiquity on consumer-brand relationships is well established. However, brand oldness is a general concept with positive implications, but there is no study on the underlying process and especially the set of connections that consumers feel when facing old brands; it is not focused. The associative approach is important because it focuses on the spontaneous activation of learned sets of associations or responses developed by consumers through repeated activation in memory. This activation starts automatically with the presence of environmental stimuli. For example, an indication of the product's country of origin activates associations stored in memory and stereotypes about countries. Therefore, emotions are one of the topics that motivate customers to choose and communicate with a product or service. An emotional connection between the brand and the customer is formed gradually. We live in a world full of emotions; where emotions influence our decisions. For this reason, marketers often try to create an emotional connection between their brand and their customers; this becomes possible when the consumer develops an emotional connection with the brand. Attachment is considered as the strength of the emotional and cognitive relationship between the consumer and the brand. The current research was conducted with the aim of prioritizing the associative consequences of old sports brands. The research method is descriptive and of the type of correlational studies. The statistical population of this research was all buyers of Iranian sports brands. The sampling method is accessible, which was selected from the customers of sports brands in the virtual space. Since the number of the community cannot be counted and it takes a high amount. Therefore, the sample size is based on an unlimited population. Since the number of the population is not known, Cohen's formula was used to estimate the sample size. To be sure, 400 questionnaires were distributed and out of this number, 391 questionnaires were returned correctly and were used in the analysis. In this research, the standard questionnaire of Richard and White (2020) was used. This questionnaire contains 15 questions, which are categorized in the form of 5 components and measures the consequences of association of old brands in the range of 5 Likert options. Form and content validity was confirmed using the opinion of 8 sports management professors. The validity of the structure was confirmed by using the confirmatory factor analysis test and the reliability of the variables was confirmed by Cronbach's alpha test. In this research, SPSS and LISREL software were used for data analysis to present the model. According to the findings, brand association is effective at 0.90 on experience and expertise, at 0.95 at 0.96 on reminiscence, at 0.96 at timelessness and at 0.85 at tradition. Also, the significant coefficient shows that the indicators are more than 1.96 and it can be concluded that brand association has a positive and significant effect on the mentioned factors. Also, based on the findings, reminiscence, timelessness, maintenance, experience, expertise, and tradition are among the most important consequences of brand association. Therefore, in order to associate the brand, the desired indicators should be emphasized by the marketers. The effect of brand longevity on consumer-brand relationships is well established. However, brand oldness is a general concept with positive implications, but there is no study on the underlying process and especially the set of connections that consumers feel when facing old brands; It is not focused. Consumers are likely to make associations linking aging cues to inferences about brand attributes. For example, if the brand name is old, it may be associated with expertise. Association refers to the connection between the brand and the use (user), including consumers' desire to buy and recommend to others. The force that makes the brand sit in the minds of consumers and influence it is more than the experience of use. In this way, in addition to the value of consumer goods, brands provide meanings for brands that consumers like. Therefore, it can be concluded that experience and expertise in building relationships with customers and maintaining them are essential for any sports brand and will create brand associations. In general, it can be concluded that investigating the consequences of the association of old brands with sports authenticity is necessary for sports organizations that seek to gain popularity and improve the overall status of the organization, because paying attention to these consequences can be an advantage for sports organizations. Create a competition with other organizations and help the organization to attract more people through building a successful brand. Therefore, in order to build a successful brand, managers of sports organizations should focus on the categories identified in this research, so that they can identify the needs of customers and take basic steps to solve them with appropriate measures. Produce appropriate products to retain customers and attract new customers. Therefore, having an original and old brand can put the organization on the path of growth and development. Therefore, it is suggested to use sports brand loyalty programs. The basic branding process starts with the creation of an essence, this essence acts as a rosary thread and connects all the components of the brand together. It is also suggested to pay attention to the characteristics of a brand. The characteristics of a brand are all those things that are conveyed to the audience through a specific instruction through the communication points of the brand. These features can include product packaging, presentation, brand coloring, advertising style.
Farideh Izadishahnani; sara keshkar
Abstract
The purpose of this study was to identify the barriers and strategies for using network marketing in sport industry in Iran. The study was qualitative research in which Thematic analysis was used to analyze data in three stages of open coding, the main and selective categories. The participants were ...
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The purpose of this study was to identify the barriers and strategies for using network marketing in sport industry in Iran. The study was qualitative research in which Thematic analysis was used to analyze data in three stages of open coding, the main and selective categories. The participants were selected based on Triangulation technique and included of experienced experts in network marketing, sports management experts who had related scientific works and researches. Participants were selected using purposive sampling method and thus the interviews started with 5 people and continued until reaching the theoretical saturation (N=25). The reliability of Crippen Dorf alpha (α) coefficient was 0.84, which indicates the desired reliability. Today, with the industrialization of sports, earning capital and generating income for sports organizations is accompanied by processes such as ticket sales, television broadcast rights, attracting financial sponsors and other similar cases, and taking advantage of marketing opportunities in sports creates the necessary platforms for interaction between Industry, trade and sports and have become a strategic bridge for the development of sports and its economic prosperity. The producers of sports products and services turn the competitive environment into an opportunity to gain the most profit by producing, creating and exchanging products and values with others and using the network marketing method, and in the production and sale of sports products and services, on the one hand, it creates employment and causes economic and social prosperity.Network marketing, which is also known as multi-layer marketing or matrix, is a type of business in which consumers of a manufacturing company can be marketers of the products they consume and lead to employment in sports businesses, advertising sports products, healthy competition increases competitive sports brands and customer satisfaction from electronic sales. In the following research, after conducting the interviews and converting them into text, the data obtained from the interviews were examined and the main items were identified, and then the similar items were converted into concepts, and in the next step, the concepts aligned in the classes. A unit was placed and codes were assigned to them, and finally the codes became central and main categories. In the open coding phase, there were 104 primary codes (raw concepts), in the central coding phase, there were 26 categories, and in the coding phase, finally 12 themes were selected, identified and extracted.In fact, network marketing in the country's sports industry is a young system that has faced many challenges and ups and downs since its emergence due to its similarity with pyramid networks, however, accepting this as an effective commercial tool is inevitable. and in Iran due to high liquidity among the people and the lack of safe and profitable investment, it has many fans and due to the sanctions, it is struggling with, the use of network marketing in the production of sports goods and services and providing international markets, in addition to the national currency, it helps to maintain or improve the income level of citizens in the long term. Therefore, network marketing has its own rules and you cannot succeed in it with the principles and solutions of traditional business. In this business, the intellectual frameworks must be corrected; because the main core in this profession is training with the aim of identifying and educating people who are at a high level in terms of knowledge, work and motivation, and its basis is compatibility with technology and innovation, perhaps this is why organizations with multi-level marketing are preferred. They use flat structures similar to organic organizations.The findings of the research showed that the obstacles to the use of network marketing in sports in the country include five main categories of managerial obstacles (they are human resource management, product quality and managers' expertise), economic (increasing intermediation and unsuccessful marketing), legal (injustice and lack of legal permissions), psychological (psychological effects and damage of intellectual resources and opportunities) and cultural (lack of jurisprudential permission, social prejudice and media content). The solutions to use this network marketing require the removal of information barriers (education, information and media awareness), legal (removal of legal barriers and revision of laws), technology (use of technology) and social (removal of discrimination and fan organizations) and the result of the application of network marketing in Iranian sports is obtaining economic benefits (increasing liquidity, economic savings, improving the quality of services and empowering human resources), improving the quality of services (improving the production process and customer satisfaction) and empowering human resources (improving the ability of human resources and optimal utilization of facilities) in the sport of the country.
Hamid Reza Goharrostami; Kobra Pouryousefi; Nooshin Benar; Samaneh Nazari
Abstract
The purpose of this study was to investigate the effect of social responsibility (based on new and special dimensions of sports) on customer`s loyalty with role moderating of image and reputation in fitness clubs in Rasht city. In fact, corporate social responsibility (CSR) is defined as a set of positive ...
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The purpose of this study was to investigate the effect of social responsibility (based on new and special dimensions of sports) on customer`s loyalty with role moderating of image and reputation in fitness clubs in Rasht city. In fact, corporate social responsibility (CSR) is defined as a set of positive and active management actions that the company takes to identify and satisfy consumer needs that It does in relation to the goals of company. In today's, we can expect from all businesses in the field of sports that their organizational behaviors are in line with social responsibility. Accordingly, professional sports clubs in Europe have adopted social responsibility programs as a means to achieve organizational strategic goals. Walker (2009) states that sport industry organizations face increasing pressure and stress to maintain profitability and engage in socially acceptable behaviors, yet researchers have provided little information on how consumers perceive and respond to corporate social responsibility. One of the most well-known models in defining social responsibility is Carroll's four-factor model (1979). Carroll assigned four categories of social responsibility to every organization: a) economic responsibility b) legal responsibility c) moral responsibility or compliance with business ethics d) Philanthropy responsibilities. It should be stated that in this research, the new model of social responsibility is used, i.e. replacing the dimension of health and education in the old model of Carroll's social responsibility; Because based on the new model of Walker (2009), it seems that this new model has a better application in sports clubs; On the other hand, it can be said that the philanthropic dimension is more useful for measuring social responsibility in industries, companies, and as a result, in the field of sports industries due to the wide features of the management scope and human resources, and it cannot be effective for use in physical fitness clubs; Based on the research of Jung (2012) & Walker (2009), this new model of social responsibility (using the health and education dimension instead of the philanthropic dimension in the industry) can have a much better application in order to measure the social responsibility of physical fitness clubs. Therefore, since in many internal researches of our country, the same old corporate social responsibility model of Carroll was used, but the current research measures the relationships between variables with a new approach and the use of a special social responsibility model for physical fitness clubs. Also, since the city of Rasht, due to its proximity to the center of the country, has been greatly influenced by the prevailing culture in the field of expanding and promoting sports, especially in the field of bodybuilding; Therefore, the examination of the above components in the developing industry of bodybuilding in this city should be considered. The method of the current research was descriptive-correlation and survey type, which was conducted in the field. The statistical population of the research included all male and female clients of physical fitness clubs. The research sample was 409 customers who were selected by random sampling method. The predictor variable was social responsibility and the criterion variable of customers' attitude included image, reputation and loyalty. Data analysis of the collected questionnaires was done by structural equation modeling with SPSS 24 and AMOS 24 software. The results of the analysis show that there is a positive relationship between the research variables and this influence is also evident in the final model. On the other hand, the social responsibility variable of the club has an effect on the loyalty variable through the mediating variable of image and also, through the mediating variable of reputation, on the loyalty variable. The measurement model of the results of the factor analysis shows that all items related to social responsibility, reputation, image and loyalty were significant at the factor analysis (sig≤0.001). The results of the structural equation model of the research examined the effects between the research variables simultaneously in the model. After implementing the conceptual model of the research in 32 & AMOS software, according to the results of the structural model of the research, it shows that all the items related to the research variables were significant. The findings showed that the club's social responsibility with new components in the field of sports, while having the greatest impact on the image, also has an impact on reputation and loyalty. Also, image as an independent variable has an effect on reputation and loyalty. However, in the final model, reputation does not have a significant effect on loyalty; But the significant positive relationship and influence between the research variables in the final model is very evident. In general, club managers can attract potential customers and retain loyal customers by considering the dimensions of social responsibility towards needs of customers as an effective strategy and as a result of gaining a good image and reputation, which is a requirement for the survival and competitive advantage of these clubs. Organizations with customer-oriented corporate social responsibility activities can improve the trust of a part of the consumer, thus influencing his commitment. Given the impact of the financial crisis on the current economic situation, which may cause consumer distrust and commitment to the organization, it is a special time for businesses to strengthen their corporate social responsibility policies and practices. Therefore, the results of these measures increase the consumer's perception of value and the company receives a satisfied and brand-loyal consumer. In fact, clubs can gain a good attitude and image towards the club by investing and paying more attention to the economic, moral, health and education dimensions, and especially the legal dimension. This issue is a significant result of corporate social responsibility, which is suggested to club managers to increase performance and gain a competitive edge. Generally, the aforementioned research stated that one of the dimensions of service quality includes the organization's sense of responsibility for providing services. Therefore, due to the constant changes in the market and the addition of new competitors, fitness centers should try to satisfy them by improving the quality of services in different sectors.
sara keshkar; fazaeil javid; hosein bahadoor
Abstract
The aim of this study was to analyze the threats of online football betting and provide solutions to reduce these threats. The research method was qualitative and using the phenomenological approach. The statistical population of the study consisted of people with more than one-year participation in ...
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The aim of this study was to analyze the threats of online football betting and provide solutions to reduce these threats. The research method was qualitative and using the phenomenological approach. The statistical population of the study consisted of people with more than one-year participation in online football betting. Snowball sampling was applied and 19 interviews were conducted. The interviews continued until theoretical saturation was reached. Thematic analysis method was used for analyzing data. Findings showed that for each research question, some themes were identified. Data analyzing in the section of the betting effects showed that the themes were divided into two sections: positive and negative effects. The positive effects of betting in sports include leisure enrichment and improving the mental state and the negative effects includes individual and social aspects. In the component of the causes of the tendency to betting in sports, the themes of luck trying, environmental stimuli and mood improvement were determined. In the category of strategies to reduce betting threats, themes of monitoring and control, education through media and psychological empowerment were defined. In order to reduce the threats of betting, it is necessary for the responsible organizations to pay attention to preventive strategies to deal.
