Marjan Bahreini; Hossein Abdolmaleki; parivash noorbakhsh
Abstract
The purpose of this study was to investigate the role of Endorsement on Brand Loyalty of Shooting Athlete with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all ...
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The purpose of this study was to investigate the role of Endorsement on Brand Loyalty of Shooting Athlete with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all men and women shooting athlete of all devisions of Iran league in 2019 year. According to the research objectives and based on PASS statistical software, the sample size was 150 people. The data gathering tool in this study were E- Word of mouth questionnaire of Bambuer (2011), Endorsement of Mahmoudi et al (2018) and Brand Loyalty Questionnaire of Mousavi et al. (2013). The results showed that the Endoresement has a direct impact on the Brand loyalty through the moderating role of the E- word of mouth advertising. In addition, E- word-of-mouth advertising has an impact on the Brand loyalty. Therefore, it can be said that effective advertising is an important tool for competitive advantage for sports organizations that can influence the decision of individuals to buy goods by certifying famous athletes on products or services.
Fatemeh Abdavi; Sajjad Pashaie; Mitra Gafari
Abstract
Nowadays, one of the tools for communicating with sports clients and engaging with audiences in public relations is sports marketing. The present study seeks to investigate the mediating role of sport customer appreciation in influencing communication marketing components on loyalty. The statistical ...
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Nowadays, one of the tools for communicating with sports clients and engaging with audiences in public relations is sports marketing. The present study seeks to investigate the mediating role of sport customer appreciation in influencing communication marketing components on loyalty. The statistical population of this study includes all the clients of Tabriz city gym clubs. In this study, random cluster sampling was done to reach the customers of bodybuilding clubs due to the size and distribution of the statistical population. The statistical sample of the study was based on the Morgan table of 385 (athletes) from club clients. Questionnaire was used for data collection. Relationship between variables using AMOS20 structural equation modeling, and using common and standardized regression weights were analyzed. Also for testing the research hypotheses error level of 0.01 was considered. The results of the empirical test of the research model confirm the essential role of relational marketing components (direct communication, tangible reward, interpersonal communication, and preferential behavior) in the appreciation and loyalty of fitness club customers at the significant level of 0.01. The mediating role of gratitude in influencing relational marketing variables is also important. Therefore, public relations will increase the incentive to attract customers and allow club managers to fill the vacuum of non-customer relationship through marketing as an alternative. It is suggested that bodybuilding clubs increase the quality of their communication with their clients by lending confidence to their clients, to make them loyal to themselves
Abed Mahmoudian; Saeed Sadeghi Boruojerdi; Mojtaba Ghasemi Siani; Ako Ibrahim Faqe Mahmoud
Abstract
The purpose of the present study was to examine moderating role of using Instagram in relationship between involvement with the team, Attachment and the fans loyalty ) Case Study: Persepolis football team). The research method was descriptive-correlational. The statistical population consisted of all ...
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The purpose of the present study was to examine moderating role of using Instagram in relationship between involvement with the team, Attachment and the fans loyalty ) Case Study: Persepolis football team). The research method was descriptive-correlational. The statistical population consisted of all students of Persepolis fans football team in University of Kurdistan, that 420 of them were selected as statistical sample. The questionnaires of sports involvement dimensions by Kyle et al. (2003), attachment from Funk and James (2006), loyalty by Baer et al. (2008) were used, that its formal and content validity was by experts and their internal consistency was confirmed through alpha Cronbach, and structural equations and linear regression were used to test the hypotheses. The results showed that the involvement with the team, with a regression coefficient of 0.24, had a positive effect on the team's dependency variable, and also dependency variable of the team with a 0.50 regression coeficient, had a positive and meaningful effect on fans’ loyalty. Also, the team involvement variable without the use of the Instagram, predicts 14% of the variance of the team's attachment, which increases by 3.5% in the presence of Instagram, that is, 17.5% of increasing. Theoretically, the results of this research highlight the importance and application of the social media platform and the production of optimal content in the team marketing strategies. Scientifically, it is suggested to the sport team managers, by strengthening their relationships with fans through Instagram, increase the likelihood of involvement, dependence and loyalty of their
Hossein Kordlu; Hossein Alimohammadi; Najmeh Gharaye Torshizi
Abstract
Attracting and retaining customers is the best way to increase profitability based on rapid changes in competitive markets. The purpose of this study was to determine the relation between relationship marketing and shopping behavior and customer loyalty in swimming pools. The statistical population consisted ...
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Attracting and retaining customers is the best way to increase profitability based on rapid changes in competitive markets. The purpose of this study was to determine the relation between relationship marketing and shopping behavior and customer loyalty in swimming pools. The statistical population consisted of all customers of pools in Birjand and 253 completed questionnaires from a total of 260 respondents were analyzed. Marketing and Shopping Behavior Questionnaire (Kim, 2008) and Customer Loyalty Inventory (Liu, 2008) were used to collect data. Reliability of the questionnaires was 0.93, 0.90 and 0.76 based on Cronbach's alpha test for relationship marketing questionnaire, shopping behavior and customer loyalty respectively. Pearson correlation and structural equation modeling were used to analyze the data of this research. The results showed there is a significant relationship between relationship marketing, shopping behavior and customer loyalty. Also the results of the pathway analysis confirmed the conceptual model of the research. Based on the findings, it is suggested that relationship marketing should be considered as one of the effective factors in attracting and retaining sports customers
Mehrdad Moharramzadeh; Sajjad Pashaie; Mir Davod Hoseyni
Abstract
In recent years, the need to change the direction of the exchange approach to communication in customer relationship management has been widely considered. The purpose of this study was to, the Effect of Customer Relationship Management on Satisfaction and Loyalty of Customers Referring to East Azarbaijan ...
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In recent years, the need to change the direction of the exchange approach to communication in customer relationship management has been widely considered. The purpose of this study was to, the Effect of Customer Relationship Management on Satisfaction and Loyalty of Customers Referring to East Azarbaijan province to sport Places. The present research is applied in terms of purpose and in terms of descriptive-survey method. The statistical population of the present study included people referring to places and recreation centers of East Azarbaijan province in the year 2018-2019. The data were collected using standard questionnaires of Mahmoudi et al. (2017), Alawi Shad (2008). The results of the hypothesis test can be illustrated by SMART-PLS software using t-test and path coefficients (b). The findings of the research showed a direct and significant relationship between the components of customer relationship management (customer perception and separation, customer relationship, client acquisition and customer relationship development, relationship development) with satisfaction with a coefficient of 0.61 and a statistic of 16.700 At the significant level, there is a significant correlation between customer satisfaction and customer satisfaction (B = 0.78). Therefore, changing the commercial space and marketing transformation through customer relationship management in order to increase the satisfaction and loyalty of the customers of sports facilities is necessary, so providing services with care and attention to the needs and interests of the customer is the most important factor in attracting and retaining customers in the places.
Zargar Mohammadi; Morteza Rezaei Soufi; Yazdan Sobhani; Saeid Hatami
Volume 1, Issue 1 , December 2013, , Pages 26-33
Abstract
Abstract This study investigates the role of television in creating commitment in football television audience towards sport sponsorship. In this research, five important factors brand’s name awareness, positive image of Sponsor, interest in sponsors, purchase intent and loyalty to thecompany or ...
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Abstract This study investigates the role of television in creating commitment in football television audience towards sport sponsorship. In this research, five important factors brand’s name awareness, positive image of Sponsor, interest in sponsors, purchase intent and loyalty to thecompany or sponsor’s organization, products or services were examined. For this pourpose a questionnaire designed and itsvalidity confirmed by specialists and reliability was calculated by Cronbach's alpha coefficient equal to0.80. The statistical population included all television audiences of popular football teams in the master league and 380 subjects were selected from the audience.Data were analyzed through descriptive and inferential methods such as Binominal Testto survey the effect of sport sponsorship on five mentioned factors among fans. Research results showed, Sport Sponsorship enhance brand’s name awareness, promote a positive image of sponsor, the sponsor’s interestand loyalty of audience to the company, but it doesn't effecton purchase intent of audience. Sponsors should consider that make a commitment in audience is a time consuming process and needs ongoing support that can lead to return of capital ultimately.