Developing a Mixed Marketing Ethical Model for Online Sports Stores in the Corona Period Based on Brand-Consumer Approach

The outbreak of COVID-19 crisis faced all sectors of sport industry; especially owners of sports brands with a major marketing challenge. Therefore, the purpose of this study was developing a mixed marketing ethical model for online sports stores in the Corona based on consumer-brand approach. After identifying the online sales links of sports products stores, 400 customers were selected purposely sampling as the statistical sample of the research based on the minimum statistical sample required in the Path analysis. After optimal reliability by Cronbach alpha (α ≥ 0.7), goodness of fit of the research model was performed using PLS-3 software. The results of factor analysis of the data showed that product ethical promotion (no additional cost for ordering) and ethical pricing (actual and fair pricing) had the greatest impact on the brand-consumer relationship. In addition, the perceptual quality of the product had a direct effect on the pattern of customer buying behavior. Therefore, to fill the gaps caused by the intangible nature of online shopping, online sales agents are recommended to insert the correct and real information of products, as well as forecasting the service units in social media networks to provide advice and other services such as compensation and retrieval in case of non-compliance of the sent product with the advertised product.