Designing a Paradigm Model of Ambiguous Marketing of Sports Products with a Data-Based Approach

Subject Areas : Sport Sciences Quarterly

reza arianshakib ¹ , nemat khalifeh ² , mehdi kohandel ³ , mohedin bahari ⁴

1 - دانشجوی دکتری گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
2 - استادیار گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
3 - دانشیار گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
4 - استادیار گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

Received: 2023-02-17 Accepted : 2023-02-17 Published : 2022-06-22

Keywords: Citizenship Rights, Creativity and Innovation, Laws and Regulations, Surprise Advertising,

Abstract :

Ambush marketing is a creative and daring method, while in many ways it creates legal barriers to this method, but there are many methods that do ambiguous marketing in a legal way. The aim of this study was to identify the effective factors in the marketing of sports products with the foundation data approach. The research method was qualitative and based on data theorizing. In this study, semi-structured interviews were used to collect information and data analysis was performed by Strauss and Corbin method and paradigm model. The statistical population of the study includes marketing experts and sports management professors who had an article or writings in the field of research. The reliability of the interviews was 0.85 by intra-subject agreement study. A total of 89 conceptual propositions were created from open source and 6 axes from the process of communication between codes and 6 selected codes to develop the main phenomenon. The results showed that 6 factors affect business ethics, creativity and innovation, citizenship rights, laws and regulations, surprise advertising and utilitarianism. Therefore, novelty and attractive design in advertising, non-social discrimination, attention to citizenship obligations, creation and strengthening of social norms, sustainability of advertising, increasing the desire to share advertising in the audience, cultural utilitarianism are suggested.