Modelling the Effect of the Competitive Environment on Brand Performance of the Sports Goods with the Mediating Role of Marketing Strategies
سال انتشار: 1399
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 233
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شناسه ملی سند علمی:
JR_JNSSM-1-1_004
تاریخ نمایه سازی: 6 دی 1399
چکیده مقاله:
The aim of this paper was to investigate the effect of the competitive environment on brand performance of the sports goods with the mediating role of marketing strategies in Iran. The statistical population of the study consisted of managers, staff, distributors, shop assistants, manufacturers of Iranian sports goods and sport products in Tabriz. ۱۵۰ subjects were studied through total sampling approach and completed the questionnaire. Structural equation modeling were conducted for data analysis. The results showed that: a) there is a positive and significant relationship between competitive environment and brand performance, b) there is a positive and significant relationship between competitive environment and the marketing strategy, and c) there is a positive and significant relationship between marketing strategies and the brand performance. The findings also demonstrated that the research model has an appropriate fitness.
کلیدواژه ها:
نویسندگان
Roghayeh sarlab
Assistant Professor of Sports Management, Urmia University
zahra Alipour Nadinluoi
Master in events Management, Shahid Rajaee Teacher Training University, Tehran, Iran
shahin babanzadeh
Master of Sport Management, Sardrood Branch, Sardrood, Azad University, Tabriz, Iran