The effect of agile marketing on behavioral intentions with the mediating role of customer trust and competitive advantage of sports products

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Document Type : Original Article

Authors

1 Islamic Azad University of Hamedan branch

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

Abstract

The purpose of this research is to investigate the impact of agile marketing on behavioral intentions with the mediating role of customer trust and competitive advantage of sports products. The statistical population in the qualitative section included experts and managers of sports businesses and faculty members familiar with research literature. Targeted sampling was done by snowball method until theoretical saturation, the quantitative part also included sports consumers. A total of 384 people were considered based on the sufficient number for structural equation modeling in the PLS software environment, and 400 questionnaires were distributed considering the possible loss of samples. Sampling was done by available method. Research tools included questionnaires made by agile marketing researchers, customer trust Balster (2004), competitive advantage Hill and Jones (2010), customer behavioral intentions Zeitmel and Bittner (2003). SPS version 23 and PLS version 2 software were used to model structural equations. The fit index of the model was reported as GOF=0.80. The results of the research showed that agile marketing has a role in behavioral intentions with the mediating role of customer trust and competitive advantage of sports products.

Keywords

Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 19 February 2025

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