Sports management, marketing
Azam Mokhtarzadeh; Mohsen behnam; meysam noori khanyourdi
Abstract
Abstract
The present study aimed to examine the effect of sports salespersons’ networking behavior on customers’ purchase intention, with a focus on the mediating role of customer engagement. This research is applied in purpose and descriptive-correlational in method. The statistical population consisted ...
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Abstract
The present study aimed to examine the effect of sports salespersons’ networking behavior on customers’ purchase intention, with a focus on the mediating role of customer engagement. This research is applied in purpose and descriptive-correlational in method. The statistical population consisted of sports salespersons and their customers in Urmia city. The sample included 131 salespersons (census) and 393 customers (non-random convenience sampling). Data were collected using standardized questionnaires: the Networking Behavior Scale by Macintosh and Krush (2017), the Customer Engagement Scale by Hollebeek et al. (2014), and the Purchase Intention Scale by Chiu et al. (2018). Data analysis was performed using Structural Equation Modeling (SEM) with PLS software. The findings revealed that salespersons’ networking behavior had a positive and significant effect on both customer purchase intention and engagement (P ≤ 0.01). Furthermore, customer engagement positively and significantly influenced purchase intention (P ≤ 0.01), and its mediating role in the relationship between networking behavior and purchase intention was confirmed (P ≤ 0.01). These results suggest that networking behaviors of salespersons can enhance customers’ emotional, cognitive, and behavioral engagement, thereby increasing their willingness to purchase. The study provides a practical framework for improving marketing strategies in the sports industry and highlights the importance of purposeful salesperson–customer interactions.
Sports management, marketing
Seyed Mohammad Javad Razavi; Azam Tolabi Mazreno; Fereshteh Kotobi
Abstract
Relationship marketing is considered an influential factor in changing customer purchasing behavior and plays an important role in the development of sport clubs' brand equity. This research aims to investigate the role of relationship marketing on brand equity with the mediating role of brand identification ...
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Relationship marketing is considered an influential factor in changing customer purchasing behavior and plays an important role in the development of sport clubs' brand equity. This research aims to investigate the role of relationship marketing on brand equity with the mediating role of brand identification and brand experience in Isfahan fitness clubs during the year 2024. The study is applied in nature and was conducted using a survey method. The research instruments included standard questionnaires measuring relationship marketing, brand equity, brand identification, and brand experience. The reliability coefficients of the questionnaires were estimated at 0.82, 0.81, 0.86, and 0.74, respectively. The statistical population consisted of 384 customers of Isfahan fitness clubs. The findings revealed that relationship marketing had a significant impact on brand equity (β=0.33, t=6.94, p<0.01), brand identification (β=0.48, t=11.17, p<0.01), and brand experience (β=0.55, t=15.86, p<0.01). Additionally, brand identification (β=0.32, t=6.72, p<0.01) and brand experience (β=0.24, t=5.16, p<0.01) had a significant effect on brand equity. Since previous studies have mostly focused on the importance of relationship marketing in non-sport organizations, the present research underscores the importance of evaluating its effect on brand equity in sport clubs, considering the mediating role of brand identification and experience.
Sports management, marketing
Sajjad Pashaie; Mohana Nasirpour
Abstract
In recent years, the integration of artificial intelligence (AI) across various industries has significantly transformed traditional practices, particularly in marketing. As sports marketing increasingly turns to AI-generated content, understanding the factors that influence consumer attitudes and purchase ...
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In recent years, the integration of artificial intelligence (AI) across various industries has significantly transformed traditional practices, particularly in marketing. As sports marketing increasingly turns to AI-generated content, understanding the factors that influence consumer attitudes and purchase intentions becomes crucial for the effective utilization of this innovative technology. This article examines the impact of two key factors— observability and compatibility—of AI-generated sports marketing content on consumer attitudes and their purchase intentions. In today’s competitive world, understanding how this novel technology affects consumer behavior and how they interact with marketing content is of particular importance. Data was collected through a questionnaire using simple random sampling from sports consumers (n=300). A quantitative research method and structural equation modeling were employed, and the data were analyzed using SEM-Smart PLS TM3 software. The results indicated that observability and compatibility significantly influence consumer attitudes, which in turn affect purchase intentions. The robustness of the research model was confirmed through R2 and β values, emphasizing the importance of using innovative technologies in sports marketing. This article is one of the few studies focusing on the effects of AI-generated content in the sports industry and offers suggestions for improving sports marketing strategies.
Sports management, marketing
SHAHOO ZAMANI; Shirin Zardoshtian; Anahita Malek
Abstract
The purpose of the present study was to examine the model test of the influencing factors on fans' support behavior of the Persepolis club brand. In terms of the purpose of the present research, it was an applied research and in terms of quantitative strategy, and in terms of the implementation path ...
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The purpose of the present study was to examine the model test of the influencing factors on fans' support behavior of the Persepolis club brand. In terms of the purpose of the present research, it was an applied research and in terms of quantitative strategy, and in terms of the implementation path of correlation, in terms of collecting field data, and in terms of time, it was prospective. In the present research, Persepolis club is the club under study and the statistical population of the present study was made up of all fans of Persepolis club. 420 people were selected as the research sample and available sampling method was used. In order to evaluate social responsibility, the Galbraith questionnaire (2010), brand support behaviors from the questionnaire of Zhi et al. (2019), and the questionnaire of Zhi et al. And in order to check the validity of the measurement tools, content and construct validity and Cronbach's alpha coefficient were used to check the reliability. In order to examine and analyze the data, descriptive and inferential statistics were used with the structural equation model approach, and SPSS 25 and Smart PLS 3.2.9 software were used for analysis. The obtained results showed that social responsibility had an effect on brand support behaviors and fans' attitudes, and fans' attitudes had an impact on brand support behaviors and the mediating role of fans' attitudes and positive moral feelings in relation to the impact of social responsibility on support behaviors. It was confirmed. Finally, empathy plays a moderating role between the impact of the social responsibility of the club on the fans' brand support behaviors.
Meysam Naseh; Hossein Akbari Yazdi; Alireza Elahi
Abstract
Identifying the current barriers on relationship path between Iranian Pro League clubs and the sponsor companies and organizations is nowadays of great importance. The aim of the present study was to identify and prioritize these barriers. The study is functional in its purpose and mixed exploratory ...
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Identifying the current barriers on relationship path between Iranian Pro League clubs and the sponsor companies and organizations is nowadays of great importance. The aim of the present study was to identify and prioritize these barriers. The study is functional in its purpose and mixed exploratory (quantitative and qualitative) in its data collection method. The statistical population of the study included all marketing managers of public and private sponsor companies and organizations sponsoring Iranian Pro League clubs during 2011-2019, club managers, Iranian Football Federation, and experts of the field. Purposive sampling through snowball sampling was used as the sampling method for qualitative phase, and convenience sampling was used as the sampling method for quantitative phase in which pairwise comparison questionnaire taken from qualitative phase was distributed among fifteen participants from academic experts. Open and axial coding was used for analysis of data in qualitative phase and for identification of components of barriers, and Analytic Hierarchy Process (AHP) was used for prioritizing the components in quantitative phase. Based on the findings, 13 categories and 79 components regarding barriers of long-term communication between Iranian Pro League clubs and sponsor companies and organizations were identified, and economic, legal, and marketing indices and categories had the most rate of importance. Through identifying these barriers, football clubs and sponsor companies and organizations can act upon appropriate strategies to do their best in sponsorship, achieve their goals in sponsorship, and provide reciprocal benefit for both parties of the relationship.
