yagoub badri azarin; fatemeh abdavi; Mahrokh Dehghani; ayoub behtaj
Abstract
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) ...
Read More
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).
Nasrin Azizian Kohan; Mahrokh Dehghani; Ayoub Behtaj; Ghaffar Karimian Pour
Volume 17, Issue 40 , September 2018, , Pages 117-134
Abstract
The study is to edit a communication model of psychological capital and work engagement with job self-efficacy as a mediation among sports and youth administration employees in Ardebil province. The study is an applied one and the research method was descriptive correlational (SEM). Statistical ...
Read More
The study is to edit a communication model of psychological capital and work engagement with job self-efficacy as a mediation among sports and youth administration employees in Ardebil province. The study is an applied one and the research method was descriptive correlational (SEM). Statistical population of this study comprised all of Ardabil Youth and Sports Department personnels. From among this population, 145 employer were selected by using random sampling method. For data collection, psychological capital questionnaire, work engagement questionnaire and Job self-efficacy questionnaire were used. The content validity of the questionnaire was approved and realability of questionnaires Respectively 0/78, 0/88 and 0/72 is obtained. To analyze the data, spss softwar (mean, Standard Deviation, person correlation coefficient and k-s test) and LISREL saftwar were used. The results showed that direct effect of the psychological capital Job self-efficacy (0/39) on work engagement (0/36) is significant. Also, Job self-efficacy had a diredt effect on work engagement (0/25). The mediator role of Job self-efficacy in the relationship between psychological capital and work engagement was significant (0/09). Therefore, it can be concluded that psychological capital and Job self-efficacy may be taken into account as one of the important factors in work engagement