Structural Equation Modeling of Marketing Capabilities in Football Clubs of Iran Premier League
The study aim was Structural Equation Modeling of marketing capabilities in football Premier League clubs. Research method is mixed with grounded theory method. The Population included marketing managers in clubs, federation and league organization, and faculty members who were expert in sport marketing. Qualitative phase participants were selected by Judgment Sampling; and in quantitative phase, was selected by Convenience Sampling. To collecte the data, depth interview (18 samples) was used. Primary codes were 792 that after summarizing codes, they decrease 184 codes and were converted with 16 Axial codes. These codes were classified to 4 groups included football institutional, infrastructure, strategic and operational capabilities. Then, questionnaire designed with 68 items and its face and content validity was confirmed by the experts ideas; and the construct validity was confirmed by confirmatory factor analysis and reliability confirmed by Cronbach's alpha (%88/8). Collected data from the questionnaires were modeling by LISREL software. The quantitative results also showed football institutional capabilities have significant effect on infrastructure marketing capabilities (effect coefficient=0/84, T=6/47); and infrastructure capabilities have significant effect on strategic capabilities (effect coefficient =0/89, T=3/38); and strategic marketing capabilities have significant effect on operational marketing capabilities (effect coefficient=0/92, T=2/65). Given the importance of marketing, Clubs should identify their capacity and use all these capabilities for marketing and customer acquisition. The proposed model can be used as a tool for identification of football marketing capabilities and Conversion Factors of these capabilities to function, that logical and systematic manner to do marketing, and gaining income and financial independence Club, and solve problems.
Article Type:
Research/Original Article
Strategic Studies On Youth and Sports, No. 39, 2018
169 - 186  
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