Investigating the Effect of Guerrilla Marketing on the Purchase Intention of Customers of Isfahan Sports Clubs

Subject Areas :

Khodayar momeni ^{1 *} , forough mohammadi ² , Saman Alghanem ³

1 - Assistant Professor of Sports Management, Islamic Azad University, Khorasgan Branch, Isfahan, Iran
2 - Assistant Professor of Sports Management, Islamic Azad University, South Tehran Branch, Tehran, Iran
3 - Master's degree in sports management, Islamic Azad University, Khorasgan Branch, Isfahan, Iran

Received: 2024-06-05 Accepted : 2025-01-17 Published : 2025-04-10

Keywords: Guerilla marketing, Purchase intention, Customers of sports clubs, Diyala province of Iraq,

Abstract :

The purpose of the current research was to investigate the effect of guerrilla marketing on the purchase intention of customers of sports clubs in Diyala province of Iraq. This research is applied in nature and correlational in terms of purpose, which was carried out by survey method. The statistical population in the present study includes all the customers of sports clubs in Diyali Province, Iraq, with a history of attendance of more than one year, which according to the results obtained from sports clubs in Diyali Province, their number is 250. The statistical sample was full (n=250). The return rate was 149 complete questionnaires. In this research, available random sampling method was used. The data collection tool included the Guerrilla Marketing Standard Questionnaire of Cheon and Souzes and the Repurchase Intention Questionnaire of Hong et al. (Hong & Cho, 2011). The reliability coefficients of the questionnaires were calculated for guerrilla marketing (0.90) and purchase intention (0.85). The data collection method was a survey. The analysis of the results of this research was done using SPSS statistical software, version 23, at two levels of descriptive and inferential statistics. In the descriptive statistics section, statistical characteristics such as frequency, percentage, mean, and standard deviation were used, and in the inferential statistics section, multiple regression tests, Pearson's correlation coefficient, and analysis of variance tests were used. The results showed that guerilla market has a significant effect on the purchase intention of the customers of sports clubs in Diyala province of Iraq. That is, the Guerrilla market has an effect on the purchase intention of sports club customers in Iraq's Diyali province (r=0.296).

References:

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