The Model of Relationship between Professional Ethics and Marketing Mix Promoting Sports Services in Private Club Managers in Kurdistan Province

Document Type : Original Article

Authors

1 Asistance profesor of sport management, department of physical education and sport sciences, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

2 Master of Sports Management Departmant of physical education and sport Science, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.

https://www.doi.org/10.34785/J021.2021.820

Abstract

The purpose of this study was to investigate the relationship between professional ethics and marketing mix promoting sports services in private club managers in Kurdistan province. The research is applied in terms of purpose and in terms of survey method it is a descriptive type of correlation research. The statistical population of the study consisted of all managers of private sports clubs in Kurdistan province. According to the number of statistical population and using Cochran formula, 165 people were selected as sample and randomly distributed questionnaires were distributed among them. In this study, two standard questionnaires of professional ethics and mixed sports services promotion is uesd. Spss version 20 and Pls2 Smart softwares were used for data analysis.The findings indicate that there is a relationship between professional ethics and marketing mix promoting sports services in the managers of private clubs in Kurdistan province. Also, the results showed that the level of professional ethics of sport managers and the degree of familiarity of managers of private clubs in the province with a marketing mix promoting sports services is higher than average. Finally, honesty and fairness among priorities of professional ethics components are more important than the other components in the eyes of private club managers. The findings also suggest that promoting sales among the components of marketing mixes promoting sports services from the point of view of private club managers is more important than other components. Finally, a model for explaining the relationship between variables was presented. In general, it can be said that the managers of private clubs in Kurdistan province pay more attention to professional ethics in the club environment in order to be effective in promoting sports services.

Keywords

References

Awoma, c., & boye, t.e. (2013). Sport marketing as predictor of sports development in Edostate,Nigeria, west Africa, academic research international educational and management sciences , 4 (6).
Biranvand, H. R. (1389). "Marketing Advertising Management (Methods and Strategies)". Organization Publication, Industrial Management, First Edition. (Persian).
Cleo, S., & Annick W. (2017). A typology of cause-related marketing approaches in European professional basketball، Sport Management Review, Available online 31 August.
Connolly, J. (2009). Marketing lession from past recession marketing for small business. Available from: http://www.lohad.com/?p=2071/5/102009.
Faramarz, GH. A. (2014). Professional Ethics. Tehran: Majnoon Publications. . (Persian).
Funk, D.C. (2003). “Consumer behaviour in sport and events: Marking action”. Elsevier, 1th Ed, p: 33.
Hardin, M., & Zohng, B. (2010). “Sports reporters' attiudes about ethics vary based on beat”. Newspaper research journal, 31(2): 6.
Hasanzade, M. (2003). Sport Marketing, Porsman Publication. (Persian).
Hawkins, D. B., & Roger. M. K. (1385). Consumer Behavior: Developing a Marketing Strategy. The translation by Rosta, A and Bothayi, A. First edition, Sargol Publishing. (Persian).
Higman J, & Hinch, T. (2003). Sport space and time: Effect of the hight Andres franchise on tourism. Gournal of sport: 121-129.
Honarvar, A., & Ghafouri F. (2003). The economic impact of sport on a select few. 4th International Conference on Physical Education and Sport Sciences, University of Tehran. (Persian).
Honary, h. (2005).Women in sport foundations, Congress’ fifth international scientific - sport in to the future (proceedings), Tehran. Integrated Marketing Communications Perspective”. (8 ed.): McGraw-Hill Irwin, p: 6.
Keshgar, S., Honari, H., & Faraji, R. (2015). The Role of International Exhibition of Goods and Sports Facilities in Market Development of these Products with Emphasis on Sport Marketing Mix. Journal of Sport Management, 7 (2): 221-235. (Persian).
Khan, M. (2006). “Consumer behaviour and advertising management”.
Kotler, P., & Armstrong, G. (2011). “Principles of Marketing”. Pearson Prentice Hall, 14th Ed, p: 32.
Mihai, a.l. (2013).Sport marketing mix strategies. Cross-cultural, managent journal, 2(28).
Moadi, m., hamidi, m., boroumand, m.r., & shafizadeh, s.h. (2011). Comparison of the marketing mix of the country's top volleyball league expert’s management perspective, Journal of the Olympics, in the nineteenth number, 4 (56).
Moein Fard, M. R., Bansbardi, A., & Hajinejad, H. (2016). The Promotion of Brand Equity with Sport Clothing Manufacturing Companies in Iran, MSc Thesis, Hakim Sabzevari University, Faculty of Physical Education and Sport Sciences. (Persian).
Nazary, k. (2011). Impact of marketing mix factors in attracting customers, a case study in Kermanshah province bank, bank economist magazine, 13(1): 50-53.
Pits, B.G., & Stolar, D.K. (2007). "Fundamentals of sport marketing", Fitness Information Technology". Morgantown. ISBN1-885693-33-8.
Qajari K. M., & Bagheri, S.M. (2015). The Study of How Marketing Mixing Elements Affect the Loyalty of Customers of Iran's Selected Insurance Branches in Tehran Using Copywriting Regression Model and Path Analysis, National Conference on Key Issues in Management and Accounting Sciences, Gorgan, Iran. Scientific and practical training of Golestan province Red Crescent. Https: //www.civilica.com/Paper-NCPIM01-NCPIM01_072.htm. (Persian).
Ross, s.d. (2006). A conceptual frame work for understanding spectator- based brand equity. Journal of sport management, 20: 22-28.
Ross. (2012). Re- thinking and re- tooling the social marketing mix, Australasian marketing journal,20: 122-126.
Sahraee, M.T., (2007). The Prophet's Path in Managing Political Thought and Behavior, Prophetic Politics, Principles and Strategies, Ali Akbar Alikhani et al., Tehran: Institute for Cultural and Social Studies, Ministry of Science, Research and Technology. (Persian).
Sports Marketing Studies
Volume 2, Issue 2 - Serial Number 6
September 2021
Pages 71-95

Files

Share

How to cite

Statistics