Determining the factors affecting the promotion of the selected sports apparel brand of the country

Document Type : Original Article

Authors

1 Department of Sports Management, Faculty of Sports Sciences, Al-Zahra University, Tehran, Iran.

2 Associate Professor of Sports Management, AlZahra University, Tehran, Iran

3 Assistant Professor of Sports and Media Management, Faculty of Sports and Health Sciences, Shahid Beheshti University, Tehran, Iran

https://www.doi.org/10.34785/J021.2021.354

Abstract

The applied research method has been descriptive that has been conducted field. The statistical population consisted of all sports clothing consumers and 383 selected sports consumers of the country, including Majid, Dae, Juraban, Jam Jam, Aghili, World of Sports and Sports Gostar using the Morgan table randomly Were selected as statistical samples. From the Likert scale, the research respondents have been used to measure the review of the research respondents, and also for the normalization of data from split and elongation and to test the research hypotheses of T-sample t-test methods and path analysis with the AMOS version 24 and SPSS version 25 at a significant level of 05 P <0.0 was used. The results show that the product quality factor (with a coefficient of 0.925) is in the first place in the field of effective factors on the promotion of sports clothing, and the last priority was related to the price of products (with a coefficient of 0.561). The overall arrangement of 8 indicators on the status of effective factors on the promotion of selected sports garment was: the quality of service, brand reputation, oral promotions, marketing practices, previous experiences, quality and sports clothing model, store environment and price of products.

Keywords

References

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Sports Marketing Studies
Volume 2, Issue 2 - Serial Number 6
September 2021
Pages 21-48

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