Providing a Model of Marketing Tricks to Promote Sale for Iranian Sport Manufacturers

Gholami Ghajari, Hassan; Kalateh Seifari, Masoumeh

doi:10.22059/jsm.2019.251784.2036

Document Type : Research Paper

Authors

¹ M.Sc. of Marketing Management in Sport, Faculty of Sport Sciences, University of Mazandaran, Babolsar, IRAN

² Associate Professor of Sport Management, Faculty of Sport Sciences, University of Mazandaran, Babolsar, IRAN

https://doi.org/10.22059/jsm.2019.251784.2036

Abstract

The aim of this study was to provide a model of marketing tricks to promote the sale of Iranian sport manufacturers which was conducted in three steps. In the first step, effective factors were identified with Delphi method. In the second step, the interpretive structural model (ISM) defined a model. In the third step, partial least squares structural equation modeling was used to validate the model. The statistical population consisted of all customers of Tehran sporting goods stores. The sample size was determined by structural equation method and 214 questionnaires were collected. The face and content validity of the questionnaire was confirmed by the sport marketing professors and the construct validity and convergent validity were verified. Reliability was calculated by Cronbach's alpha and composite reliability. The findings mapped a model at four levels and the significance of its relationships was confirmed. As a result, it can be stated that use of imitation name and appearance is a trick that makes imitation identity, and provides a desired image and perception of the quality of imitation products for customers and can promote sale for Iranian sport manufacturers.

Keywords

References

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Sport Management Journal

Providing a Model of Marketing Tricks to Promote Sale for Iranian Sport Manufacturers

References

References

Volume 12, Issue 3
December 2020
Pages 701-720

Providing a Model of Marketing Tricks to Promote Sale for Iranian Sport Manufacturers

References

References

Volume 12, Issue 3December 2020Pages 701-720

Volume 12, Issue 3
December 2020
Pages 701-720