Identify and rank the factors affecting benevolent marketing in sports producers

Subject Areas : Sport Sciences Quarterly

aidin Hajibaklo ¹ , seyed emad hosseini ² , jamshid sayarnejad ³

1 - Ayatollah Amoli branch, Amol
2 - assistant professor of sport management and media department
3 - عضو هیات علمی گروه مدیریت ورزشی،واحدقائم شهر، دانشگاه آزاد اسلامی،قائم شهر،ایران

Received: 2022-12-16 Accepted : 2022-12-16 Published : 2025-01-01

Keywords: responsibility, Sports industry, Brand Promotion, benevolent marketing,

Abstract :

The aim of this study was to identify and rank benevolent marketing in sports producers in a Mixed method. The sampling method in the qualitative section was done purposefully with 25 professors, sports managers and expert marketers. Data analysis was performed in three stages of open coding, axial coding and focal coding. In the quantitative part of the research samples, 250 sports producers were selected in a stratified and random manner. The validity of the questionnaire is quantitative by formal method and the reliability coefficient is 0.901. The results of this research introduce the benevolent marketing model after selective coding based on social, environmental, cultural-ethical and managerial factors. The most important managerial factor of benevolent marketing is the factor of responsibility. The most important social factor is social responsibility. The most important environmental factor is market conditions and the most important cultural factor is altruism. Overall, benevolent marketing is a good idea for sportswear manufacturers as a sales promotion strategy.