Modeling of the role of Marketing Mix (7p) on Brand Loyalty in Fans of Nasaaji Mazandaran Club with mediating the word of mouth

Document Type : Original Article

Authors

1 Assistant Professor of sport management, , Karaj branch, Islamic Azad University, Karaj, Iran

2 Master of science of sport management, Faculty of physical education and sport science, Karaj branch, Islamic Azad University, Karaj, Iran.

3 Assistant Professor of sport management, Faculty of physical education and sport science, Karaj branch, Islamic Azad University, Karaj, Iran

10.22034/sms.2024.62706

Abstract

The purpose of the present study was to investigate the role of marketing mix on loyalty of fans of Nassaji Mazandaran Club brand with emphasis on mediating role of word of mouth advertising. The research method was descriptive and survey type. The statistical population of the study consisted of all fans of Nassaji Mazandaran Club in the Iranian Football Premier League season 2018-2019. The sample size was 384 according to Morgan table. Standard questionnaires were used for data collection. Lisrel statistical software was used to analyze the data. Based on the relationship and model fit indicators, it was found that the mediating role of word-of-mouth advertising was confirmed,, also the direct effect of marketing mix on brand loyalty was confirmed. According to the research results, textile club managers are recommended to focus more on positive word-of-mouth advertising strategies; also because of poor fans' evaluation of some of the club's marketing mix components (product, price, Promotion and physical evidence) Managers are advised to upgrade these 4 components, especially the pricing component.

Keywords

Sports Marketing Studies
Volume 5, Issue 3
November 2024

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