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The Impact of Agile Marketing on Behavioral Intentions: Examining the Mediating Roles of Customer Trust and the Competitive Advantage of Sports Products

Document Type : Original Article

Authors

1 Ph.D. in Sport Management, Department of Physical Education and Sports Sciences, Hamedan Branch, Islamic Azad University, Hamedan, Iran

2 Assistant Professor, Department of Physical Education and Sports Sciences, Hamedan Branch, Islamic Azad University, Hamedan, Iran

Abstract

This study aimed to elucidate the effect of agile marketing on behavioral intentions, with customer trust and the competitive advantage of sports products serving as mediating variables. For the qualitative component, the study population consisted of industry experts, sports business managers, and academic faculty members well-versed in the relevant literature. A purposive snowball sampling approach was implemented until theoretical saturation was reached. Regarding the quantitative dimension, the study focused on sports consumers. To ensure sufficiency for Structural Equation Modeling (SEM) via PLS, a minimum sample of 384 was required; thus, 400 questionnaires were distributed to mitigate potential non-response or attrition. A convenience sampling method was applied. Data were collected using a researcher-developed agile marketing scale, alongside established instruments: Ballester’s (2004) customer trust scale, Hill and Jones’s (2010) competitive advantage scale, and Zeithaml and Bitner’s (2003) customer behavioral intentions scale. SEM analysis was performed using SPSS (v. 23) and PLS (v. 2), yielding a Goodness-of-Fit (GOF) index of 0.80. The results demonstrated that agile marketing exerts a significant influence on behavioral intentions, mediated by both customer trust and the competitive advantage of sports products.

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Sports Marketing Studies
Volume 7, Issue 1 - Serial Number 25
April 2026
Pages 52-63
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