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

Document Type : Original Article

Authors

1 PhD student in Sports Management, Faculty of Sports Sciences, Urmia University, Urmia, Iran

2 Professor of Sports Management, Faculty of Sports Sciences, Urmia University, Urmia, Iran

3 . Assistant Professor of Sports Management, Faculty of Sports Sciences, Urmia University, Urmia, Iran.

10.22034/sms.2024.141652.1380

Abstract

The purpose of this study was to investigate the effect of spiritual marketing and entrepreneurial orientation on sustainable competitive advantage mediated by marketing capabilities in Tehran Province sports complexes. The study's statistical population consisted of the managers of sports complexes in Tehran province. Considering the sample size of the research in the structural equations approach, 5 people were considered for each variable, and 93 valid 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 status, and structural equation modeling (SEM) was used to test the hypotheses. Also, all tests were analyzed using SPSS and PLS Smart software. The findings of the research showed that spiritual marketing has a direct, positive, and significant effect on sustainable competitive advantage through the mediation of marketing capabilities. Also, entrepreneurial orientation has a direct and positive effect on sustainable competitive advantage through the mediation of marketing capabilities, and finally, the results showed that marketing capabilities have a direct, positive, and significant effect on sustainable competitive advantage. Therefore, organizations that focus on spiritual marketing and have a strong entrepreneurial orientation can achieve a sustainable competitive advantage by enhancing their marketing capabilities.

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Sports Marketing Studies
Volume 5, Issue 3
November 2024

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