Investigating the effect of spiritual marketing and entrepreneurial orientation sustainable competitive advantage with the mediation of marketing capability in sports complexes in Tehran province

Document Type : Original Article

Authors

1 PhD Student in Sport Management, Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran

2 Professor of Sport Management, Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran

3 Assistant Professor of Sport Management, Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, Urmia University, Urmia, Iran

10.22034/sms.2024.141652.1380

Abstract

The aim of the present study was to investigate the effect of spiritual marketing and entrepreneurial orientation on sustainable competitive advantage through the mediation of marketing capabilities in sports complexes in Tehran province. The statistical population of the study was managers of sports complexes in Tehran province. According to the estimation of the research sample in the structural equation approach for each variable, 5 people were considered; from which 93 correct questionnaires were returned through simple random sampling. The validity of the questionnaire was confirmed by sports management professors and its reliability was confirmed by calculating Cronbach's alpha coefficient of more than 0.70. Descriptive statistics were used to analyze the demographic situation and structural equation modeling (SEM) was used to test the hypotheses. Also, all tests were analyzed using SPSS and PLS Smart software. The research findings showed that spiritual marketing has a positive and significant effect on sustainable competitive advantage directly and through marketing capabilities. Also, entrepreneurial orientation has a positive effect on sustainable competitive advantage directly and through marketing capability, and finally, the results showed that marketing capability has a positive and significant direct effect on sustainable competitive advantage. Therefore, organizations that focus on spiritual marketing and have a strong entrepreneurial orientation can achieve sustainable competitive advantage by improving their marketing capabilities.

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Sports Marketing Studies
Volume 5, Issue 3
November 2024
Pages 1-21

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