Document Type : Research Paper
Authors
1 Faculty of Humanities, University of Kurdistan
2 Professor of Sports Management, University of Kurdistan ... Faculty of Humanities ... Sanandaj ... Iran
Abstract
Ambush marketing is defined as an organization's planned campaign that aims to indirectly link to the event in order to gain recognition and benefit from the official sponsor. The aim of this study was to identify and rank the ambush marketing components in domestic sports media. This study was carried out by a mixed method of consecutive exploratory design in two qualitative and quantitative phases. The qualitative part was done using content analysis method and the quantitative part was done using ranking method (AHP). The statistical population was the qualitative section of experts in the field of marketing and sports media who had sufficient lived experience in the subject. The data collection tool was through in-depth interviews and the sampling method was purposefully selected. The statistical sample was determined according to the researcher's theoretical saturation (N = 14), and after three coding steps, 7 main components were obtained in the main themes stage. In a quantitative stage, a questionnaire was designed based on the obtained components and distributed among experts in the field of marketing and sports media. A pairwise comparison of the components was performed and the relative and absolute weights of the components were obtained. The results showed the importance and weight of the components as follows: the concept of ambush marketing, ambush marketing knowledge, sponsor, media role, expertise, star player, virtual networks, inventions. In the qualitative stage, NViVO10 quality data analysis software was used and in the quantitative stage, Expert Choice 11 software was used
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