Prioritize the factors affecting the ambiguous marketing

Subject Areas :

reza arian shakib ^{1 *} , seyed nemat khalife ² , mehdi kohandel ³ , mohialdin bahari ⁴

1 - PhD Student, Department of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran
2 - Assistant Professor of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran
3 - Associate Professor, Department of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran
4 - Assistant Professor, Department of Motor Behavior, Karaj Branch, Islamic Azad University, Karaj, Iran.

Received: 2022-05-30 Accepted : 2022-08-25 Published : 2022-08-23

Keywords: Structural Equations, sports products, ambiguous marketing,

Abstract :

The aim of this study was to prioritize the effective factors in the marketing of sports products. The present study was a mixed research (qualitative-quantitative). The statistical population in the qualitative section included marketing experts and sports management professors who had articles or writings in the field of research, and in the quantitative section were consumers of sports products. Statistical sample was selected in the qualitative section of 11 experts until the theoretical saturation was reached using theoretical targeted techniques and snowballs. In the quantitative section, between 5 and 10 samples were required for each item, so 308 samples. Formed statistics. The data collection tool was a semi-structured interview in the qualitative part and a researcher-made questionnaire in the quantitative part. The reliability of the interviews was 0.85 by intra-subject agreement study. Content validity in terms of experts and construct validity (exploratory factor analysis) was used. Finally, six factors, namely business ethics, creativity and innovation, citizenship rights, utilitarianism, surprise advertising, and rules and regulations, influence the marketing of sports products. Therefore, novelty and attractive design in advertising, non-social discrimination, attention to citizenship obligations, creating and strengthening social norms, sustainability of advertising, increasing the desire to share advertising in the audience, cultural utilitarianism are suggested.

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