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Information Journal Paper

Title

Qualitative Modeling of the Impact of Doping Scandal on Sport Marketing in Iran

Pages

  723-743

Abstract

 There are a number of factors affecting consumers' purchase behavior. It is believed that celebrities can affect selling positively by transferring their popular image to the endorsed product. But, it is heard lots about excommunicate behaviors in the Sport world today. The main aim of the present paper was to explore the impact of Doping scandal on Sport Marketing in Iran. Depth interviews data were analyzed in three phases: open coding, axial coding, and selective coding. 297 open codes were achieved by 18 interviews. Grouping axial codes in each case and comparing, all gained codes can be divided in five groups: brand image (athlete and endorsed product brands images), moral reasoning (moral coupling, moral decoupling, and moral rationalization), consumer behavioral consequences (word of mouth, purchasing intention, and brand loyalty), attitude change (attitudes change toward athlete and brand), and moral emotions (moral evaluation, contempt, anger, disgust, and sympathy).

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    • Cite

    APA: Copy

    Manouchehri, Jasem, & HAMIDI, MEHRZAD. (2021). Qualitative Modeling of the Impact of Doping Scandal on Sport Marketing in Iran. SPORT MANAGEMENT (HARAKAT), 13(3 ), 723-743. SID. https://sid.ir/paper/410451/en

    Vancouver: Copy

    Manouchehri Jasem, HAMIDI MEHRZAD. Qualitative Modeling of the Impact of Doping Scandal on Sport Marketing in Iran. SPORT MANAGEMENT (HARAKAT)[Internet]. 2021;13(3 ):723-743. Available from: https://sid.ir/paper/410451/en

    IEEE: Copy

    Jasem Manouchehri, and MEHRZAD HAMIDI, “Qualitative Modeling of the Impact of Doping Scandal on Sport Marketing in Iran,” SPORT MANAGEMENT (HARAKAT), vol. 13, no. 3 , pp. 723–743, 2021, [Online]. Available: https://sid.ir/paper/410451/en

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