نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه آموزشی مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی،دانشگاه تبریز، تبریز، ایران
2 گروه آموزشی مدیریت ورزشی، دانشکده تربیت بدنی و علومورزشی،دانشگاه تبریز، تبریز، ایران
3 گروه رفتار حرکتی، دانشکده علوم تربیتی و روان شناسی، دانشگاه محقق اردبیلی، اردبیل، ایران
4 گروه آموزشی مدیریت ورزشی، دانشکده تربیت بدنی و علومورزشی، دانشگاه تبریز
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
The purpose of this study is to develop a model of marketing strategies on brand loyalty among consumers of Iranian sports goods with the mediating role of viral advertising. The present study is based on purpose, of a fundamental type; The method of doing it is combined (qualitative and quantitative) and of the type (exploratory and descriptive-survey) which is the method of data collection in the form of library-field. The statistical population of this study consists of two parts: through research snowball sampling method and based on in-depth interviews, research data were collected. Fifteen experts in the sporting goods industry were interviewed and the most important indicators in the model of marketing strategies on brand loyalty were extracted. In the second part of the study, a questionnaire was distributed among 384 consumers of sports goods and to determine the relative importance of model variables and analyze the results, exploratory and confirmatory analysis methods were used. The results of data analysis showed that marketing strategies with the mediating role of viral advertising affect brand loyalty among consumers of Iranian sports goods. The value of t-statistic related to the paths is greater than 1.96 and it can be said that the relevant path is significant at the 95% confidence level. Thus, marketing strategy on viral advertising with a value of t (7.63), viral advertising on brand loyalty with a value of t (8.75), marketing strategy on brand loyalty with a value of t (15.50).
کلیدواژه‌ها [English]
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