فهرست مطالب

Research in Sport Management and Marketing - Volume:3 Issue: 1, Winter 2022
  • Volume:3 Issue: 1, Winter 2022
  • تاریخ انتشار: 1401/01/15
  • تعداد عناوین: 6
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  • Nasrin Azizian Kohan, Saeed Yarmohamadi Monfared *, Farshid Panahi Pages 1-16
    Purpose
    The aim of this study was to investigate the effect of experimental marketing on the intention of repurchasing sports customers in Adidas and Skechers brands in Ardabil.
    Methods
    The statistical population was 600 customers of Adidas and Sketches brands who bought in 1398 from the agencies and stores of these two brands. The statistical sample was selected based on Cochran's formula of 234 people. The standard experimental marketing questionnaire, Schmidt (1999) and the standard Park repurchase questionnaire (2008) were used to collect data. Kolmogorov-Smirnov test, Shapiro-Wilk test and Structural Equation Modeling (SEM) method were used to analyze the data using Smart PLS software.
    Results
    The results showed that emotional experience, perceptual experience and communication experience have a positive and significant effect on the intention to repurchase sports customers and the effect of the dimensions of sensory experience and practical experience on the repurchase intention of sports customers was not confirmed. Finally, the results showed that experimental marketing has a positive and significant effect on the intention to repurchase sports customers.
    conclusion
    Considering the significant effect of experimental marketing on the intention to repurchase sports customers, it is suggested that domestic companies and brands also use this type of marketing and pay more attention to the feedback of their products after the sales phase.
  • Leila Zakizadeh, Nahid Atghia *, Ali Nazarian Pages 17-29
    Purpose
    The aim of this study was to identify and prioritize economic indicators affecting ticket sales management in important sporting events of the world.
    Method
    According to its goal, this research was applied, and it was based on a mixed (qualitative-quantitative) method. The statistical population of the qualitative part included all countries around the world, among which the United States, Australia, China, South Korea, United Kingdom, Finland, Canada, Qatar, Germany, Turkey and Iran were selected as the statistical sample. The sample of quantitative part consisted of 12 members of Iranian sports marketing elite. In this research, various internet sites, databases, books and articles, as well as taking notes and recording documentary observations have been used. Also, in the quantitative part, first a questionnaire was designed for pairwise comparison of indicators and distributed among 12 sports marketing elites to be analyzed through hierarchical analysis.
    Results
    The results showed that the smart and multi-purpose ticket index and ticket counter index with a weight of 0.138 and 0.020 were in the first and last rank, respectively. The results of qualitative part showed what indicators have been used to manage, prepare and distribute tickets and earn economic income in selected countries of the world.
    Conclusion
    According to the findings, it can be stated that each of these factors has brought about results and achievements such as preventing the black market, ticket sales, event control and security, revenue generation as well as other benefits.
    Keywords: Sporting Events, Economic Indicators, Ticket Sales, Ticket sales management
  • Masoud Darabi, Adel Rahmanpour *, Zohre Khosravipoor Pages 30-47
    Purpose
    The purpose of this study was to identify the factors and obstacles affecting the development of educational, public, championship and professional sport in Sistan and Baluchistan province.
    Methods
    The method of the present study was applied in terms of purpose and qualitative research. The statistical population of this study was athletes, coaches, sport administrators, faculty members of universities in the province, sport experts and veterans of the province, among whom 43 people were selected as a sample through purposive sampling and snowball exercise. To analyze the data, data encoding method was used in grounded theory.
    Results
    The results showed that the obstacles in sport in the province include 8 general categories. Factors affecting the development of sport in the province include; Professionalism factors, socio-cultural factors, infrastructure and facilities factors, economic factors, managerial and organizational factors, motivational factors, educational and scientific factors, human factors, event factors, media factors. In the present study, an attempt was made to create a sport policy framework for Sistan-Baluchestan province, which consists of various dimensions. One of these dimensions has been the study of development factors that help to design the policy model.
    Conclusion
    By creating and facilitating this model and the final development steps, all the effective dimensions of the partnership can be achieved so that in the future, with the discretion of the officials, it will be closer to the implementation conditions.
    Keywords: Public sport, Educational sport, Championship sport, professional sport, Sistan, Baluchestan Province
  • Hamidreza Ghezelsefloo *, Tayebeh Zargar, Seyed Hossein Alavi Pages 48-68
    Purpose

    The recession caused by the outbreak of the coronavirus, in addition to reducing the purchasing power of consumers has drastically changed the way consumers behave. Therefore, the purpose of this study was to investigate the mixed effect of Corona marketing of sports businesses on loyal behavior with the mediating role of the brand and perceived quality relationship.

    Methods

    The available sampling, 400 Internet customers were selected randomly as the statistical sample of the research based on the minimum statistical sample required in path analysis research. To measure the validity of the content, 15 marketing experts were surveyed, which is based on the CVR= 0/89, which is approved. To determine the reliability of the model, two criteria of combined reliability (α ≥ 0.85) and Cronbach's alpha (α ≥ 0.79) and Average Variance Extracted (0/67) and Smart-PLS were used. R2 ، Q2 ،GOF was used to evaluate the adequacy of the model. The results showed that ethical pricing and ethical promotion have more effect on brand image and product quality. Product quality also has the highest impact on customer loyalty.

    Results

    The results of factor analysis of the data showed that creating loyal behavioral patterns requires the development of ethics marketing mix is new in that the components of product promotion and ethical pricing have the greatest impact on the brand-customer relationship, so it is recommended to sports business owners as part of the corona virus outbreak.

    Conclusion

    Most of the economic power of households is focused on the supply of basic goods by providing clear rules and regulations, as well as adhering to the obligations of online sales procedures as an indicator of e-commerce growth, to provide a platform for strengthening purchasing behavior.

    Keywords: Ethical Marketing, COVID-19, Brand Image, Marketing Mix, Loyalty, Perceived Quality
  • Azadeh Adlparvar *, Mehrali Hematinezhad Touli, Hasan Daneshmandi, Nima Majedi Pages 68-89
    Purpose

    The purpose of the present study was to devise a strategic marketing plan for Health and Sport Centers (Case Study: Isfahan Palladium Health and Sport Complex).

    Methods

    this is a descriptive-analytic study and its statistic population includes the professors of sport marketing and management, managers and experts of Isfahan Palladium Health and Sport Complex. The statistic population of the study was chosen based on a judgmental approach and included 50 people. The means of the study includes a library study, interviews and questioners. The content validity of the instruments was confirmed by experts and its reliability was confirmed by Cronbach's alpha method. Findings were analyzed using SWOT method.

    Results

    The strategic component of the research was classified into four sections: strengths, weaknesses, opportunities and threats (106 components). Also, the seven main perspectives of the research included the economic capacities of the society, business capacities, environmental dynamics, marketing capacities of the health center, empowerment of human resources and processes, branding and marketing. Also, the strategic position of Palladium Health Club was in the area of stability (close to growth).

    Conclusion

    According to the research findings, it can be said that despite the challenges of advancing the strategic marketing system of health centers, in order to achieve stability, these centers need to be on the path of growth.

    Keywords: strategic marketing, Health centers, Sport centers, Business
  • Somayeh Hosseini, Qasem Rahimi Sarshabadrani, Rasool Nazari * Pages 89-106
    Purpose
    The main purpose of this study was to review and compare web marketing, identify its dimensions and indicators and compare it in Iranian and Spanish football clubs in the target market.
    Methods
    The present research is applied in terms of research purpose and in terms of research topic and questions is a comparative analytical research that was conducted as a survey. The data collection tool was a researcher-made questionnaire that was designed using the information of professional club websites and approved by 10 expert professors, also Based on Cronbach's alpha, reliability was reported to be 0.89. After fuzzy Delphi and index screening, MICMAC analysis was used to identify index relationships.
    Results
    Based on the results obtained from the map, the direct effects of a number of indicators such as, the use of advertisements on the club's website to attract new national sponsors have even highlighted sponsors) and (the club's extensive advertisement on the website for Attracting new sponsors was placed in an independent matrix. This means that these variables have low dependence and high conductivity. Virtual survey of fans about the strengths and weaknesses of the. This means that these factors have high dependency and high driving power, the possibility of communicating with team members on the club's website.
    Conclusion
    So it is necessary to know how much the impact of the Internet can be effective in the growth of the club and the players due to the use of 70% of the fans. Or the club to what extent they have an impact.
    Keywords: Iranian Clubs, Marketing Indicators, Spanish Clubs, Web Marketing