An Analysis of Factors Affecting to Sport Marketing Attitudes in Sport Boards Managers of Markazi Province

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ESMAEILI MOHSEN; Rezaei Shamsoddin; Shirvani Tahmasb

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2017 | Volume:12 | Issue:35 Page(s): 77-95

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Information Journal Paper

Title

An Analysis of Factors Affecting to Sport Marketing Attitudes in Sport Boards Managers of Markazi Province

Author(s)

ESMAEILI MOHSEN | Rezaei Shamsoddin | Shirvani Tahmasb | Issue Writer Certificate

Keywords

Manager's attitudeQ1

Sport marketingQ1

Sport boardQ1

CustomerQ2

CompetitionQ2

Abstract

Nowadays achieving financial and supportive resources is one of the main concerns of Sport boards, which requires proper performance in marketing scope. The purpose of this study was to investigate and analyze the attitude of Sport boards' managers towards marketing as a preface to carry out operational activities. The statistical population of the study was consist of all board of directors of Sport boards of Markazi province as well as managers and staffs who works as experts at Markazi Sports and Youth organization and it's sub branches. Total numbers of population were considered as samples and 104 researcher-made questionnaires were analyzed. The questionnaire was containing of 47 questions. The reliability was obtained using Cronbach's alpha (0. 94) and university professors and experts confirmed the validity. To analyze data, descriptive and inferential statistics (Kolmogorov Smirnov test, T single-group, Friedman, exploratory, confirmatory factor analysis, and structural equations) were used by 22nd version of and Smart Plus software. The results identified eight factors that were named in accordance with the nature of the research as follow: performance assess, pricing, competitiveness, program and goal, human resources, market attitude (environment), marketing strategy, Customer orienting. The results showed that the mean of all factors was higher than average. The overall measurement results of the model, such as the Goodness Fitness Index (GOD), were indicative of the suitability of the proposed model. It is recommended to directors of Sport boards to pay special attention to these factors.

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APA: Copy

ESMAEILI, MOHSEN, Rezaei, Shamsoddin, & Shirvani, Tahmasb. (2017). An Analysis of Factors Affecting to Sport Marketing Attitudes in Sport Boards Managers of Markazi Province. JOURNAL OF MARKETING MANAGEMENT, 12(35 ), 77-95. SID. https://sid.ir/paper/218956/en

Vancouver: Copy

ESMAEILI MOHSEN, Rezaei Shamsoddin, Shirvani Tahmasb. An Analysis of Factors Affecting to Sport Marketing Attitudes in Sport Boards Managers of Markazi Province. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2017;12(35 ):77-95. Available from: https://sid.ir/paper/218956/en

IEEE: Copy

MOHSEN ESMAEILI, Shamsoddin Rezaei, and Tahmasb Shirvani, “An Analysis of Factors Affecting to Sport Marketing Attitudes in Sport Boards Managers of Markazi Province,” JOURNAL OF MARKETING MANAGEMENT, vol. 12, no. 35 , pp. 77–95, 2017, [Online]. Available: https://sid.ir/paper/218956/en

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